CycleBar
Art Direction | Brand Strategy | Photoshoot Creative Direction
I led a comprehensive rebrand of CycleBar at a pivotal moment, evolving a well-established name into a more modern, differentiated fitness brand. The objective was not just to refresh the visual identity, but to realign the brand with the expectations of today’s boutique fitness consumer while preserving the energy, inclusivity, and rhythm that define the ride. This work was especially impactful for franchise partners, providing a more vibrant and scalable system that enables local studios to tailor their marketing while maintaining a cohesive global presence.
My creative approach was rooted in the sensory experience of the ride itself. I drew inspiration from expressive music, theater lights, fluid movement, and the visual language of CycleBar. I explored high-contrast lighting, kinetic compositions, and bold, expressive typography to capture the intensity and immersion of indoor cycling. At the same time, I ensured the system was grounded in community, clarity and usability by balancing expressive visuals with 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. Every touchpoint was designed to feel dynamic to the franchisees and riders alike.
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.
Print Marketing Assets
A poster series, rolled out to new studio builds and location refreshes. Meant to be printed once and added to poster frames. Easily swapped out for seasonal or promotional posters and swapped back in for evergreen use.
Brand Photoshoots
Powerful individuals channeling positivity, self expression and high vibes to mirror CycleBar’s core values.
Clip In, Turn Up
Clip In, Turn Up
Storefront signage concept to greet members, attract new riders and show passerby what a CycleBar class is all about.
Social Campaigns
An example of a carousel post for the brand’s national Instagram account inviting riders to join the accredited indoor cycling training program.
Email Templates
From referrals, to sales plays, to app promotion, we rolled out build-your-own email kits so franchisees could mix and match content to fit their studio needs. Individual graphics can be stacked together to create one easy to use, cohesive, on-brand, email in a matter of minutes. The cherry on top was introducing more educational components like health benefits, class prep breakdowns and how to track your progress that would help guide the audience towards the call to action.
