SoulCycle “Ride On”

Re-inventing SoulCycle by bringing it back to its roots.

Between the pandemic and a slew of copycat studios, SoulCycle lost both its market share and its way. They needed a new brand identity, but they also needed to put people on bikes. Our platform, “Ride On,” cemented SoulCycle as the place to continually feed your mind, body, and soul. We leaned into SoulCycle’s DNA through the use of bold dynamic type, real instructors, and ALL THE YELLOW. We reflected the voice of the instructors with a combination of motivation and badassery. And in just four weeks, we created over 300 assets; launched SoulCycle’s membership program; and created an initiative that brought in 4X the sign-ups.