P S Y C L E

Design direction and consultation for a brand refresh for one of the most well-known and respected premium boutique fitness brands in the UK. Once a single indoor cycling studio, Psycle became London’s largest class-based boutique fitness chain, offering four complementary workouts in studios across the city. To introduce and manifest Psycle’s four workout concept, Joe Projects was tasked with a brand refresh. I was commissioned to develop a premium design direction, lead the visual implementation across their website and consult with Joe Projects on a new tone of voice for an image library, serving as the basis for all branded communications. The brand refresh has been applied across all touchpoints — such as customer collateral, point of sale signage, promotional posters and flyers as well as cafe menus — clearly aligning the brands’ mission with a visual strategy.