We challenged die hard fans to keep coming back, invited newbies to the table and cemented SoulCycle as a space to continually feed your mind, body and soul. Visually we leaned into SoulCycle’s DNA through the use of bold dynamic type, real instructors and ALL THE YELLOW. Tonally we reflected the voice of the instructors with a combination of motivation and badass-ery. And in just four weeks, we not only created a new social-first platform, look, feel and voice that worked across all of SoulCycle’s initiatives, we also simultaneously put butts on bikes. Agency: SLiM