Soulcycle | TIU Campaign

SoulCycle is a premium indoor cycling brand known for creating immersive fitness experiences driven by music, movement, and community. For the Turn It Up campaign, the concept centered on using color as a storytelling device to capture the emotional progression of a ride—from moments of peak intensity to recovery—while creating a unified visual identity across every brand experience.

Developed the campaign's visual identity by translating the creative direction into a scalable design system. Responsibilities included designing the custom Turn It Up logotype, creating the gradient graphic system, art directing and retouching photography, and executing campaign creative across digital, email, social media, and print.