art direction, branding, UX

agency: Laird + Partners, NEW YORK

Every rider comes to SoulCycle with a different story. Every instructor has an individual strength. SoulCycle is a brand built to carry every rider on to their own unique goals – to take the journey, change your body, and find your SOUL. We partnered with SoulCycle to distill this key brand mantra and amplify it across digital channels.