SoulCycle is a brand powered by joy, celebration, and hospitality. We refreshed the brand's visual and verbal language—establishing a brand book, robust guidelines, and a new photography direction to help lead the brand into the future.
We refreshed our icon—The Wheel—making it symmetrical and able to reduce better at small scales.
We also refreshed our skull—an important heritage element. We softened its edges, making it more friendly and iconic.
We carried the joy and magic of the brand to everything from products (think grapefruit candles) to how we celebrate birthdays—complete with 'funfetti' socks.
To ensure that the brand would be executed consistently and with care for years to come, we developed a brand book and robust set of guidelines.