CycleBar
Art Direction | Creative Strategy
CycleBar, an established indoor cycling franchise, needed to revitalize its brand identity to better resonate with today’s boutique fitness consumer. I led this comprehensive rebrand with an objective not just to refresh the visual identity, but to also realign the brand’s positioning holistically, all the while preserving the energy that defines the ride.
My creative approach was rooted in the sensory experience of the ride itself. I drew inspiration from the music, in-studio lighting, fluid movement, and other cues from the visual language of CycleBar. I explored bold color palettes, kinetic compositions, and expressive typography to capture the intensity and immersion of indoor cycling. At the same time, I ensured the system was unified by community, clarity and usability by balancing bold visuals with grounded, functional design so that it could scale effectively across a wide range of applications and user needs.
This vision came to life through social campaigns and email marketing, to in-studio screens, environmental signage, and franchise-ready templates with every asset designed to feel dynamic to the franchisees and riders alike. The result was a cohesive and adaptable brand system that modernized CycleBar’s market presence, strengthened franchise autonomy, and ensured consistent storytelling across all customer touchpoints.
Logo refresh included a heavier weight font to convey power and motion. The stronger typeface was also functional, balancing out the weight of the logo mark and showing up more impactful on marketing assets.
We rolled out a vibrant new color palette that reflected the tones of the lights within the cycling theater. We moved towards a vivid red to remain true to the original brand, but introduced playful new colors, patterns and textures to ensure the identity had new tools to lean into among visual assets.
This was one of the very first moodboards introduced for the refresh. We leaned into zoomed in, moody imagery that showed the physicality, movement and emotions of taking a spin class. The layered textures added some much needed dimension to the modality that had previously fallen flat.
New brand messaging was key in rolling out the rebrand properly. We introduced a new tagline that breathed new life into the "party on a bike" mantra so commonly used in the industry and reshaped the brand values to reflect what our community valued the most. We didn't reinvent the wheel, we just listened closer to those that had the biggest stake in the game.
Social Campaigns
Email Design
Poster Series
Brand Photoshoots
Print Marketing Assets
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