SOULCYCLE

FIND YOUR SOUL

REBRANDING - SOULCYCLESamantha Winowsky

Table Of Contents3-4

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Creative Brief

Client Profile

SWOT Analysis

Target Market

Mood Board

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CompetitorAnalysis

Style Guide

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Logo Design

Print Ad

14 Media &Merchandise

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Client Profile ABOUT THE COMPANY Soulcycle is an alternative to fitness routines that com-bines inspirational coaching with high energy music that benefits the mind and body.

MISSION, VISION, GOALSFounded on the belief that fitness could be inspiring. Soulcycle plans to open 50-60 more studios worldwide by 2015.

TARGET AUDIENCEApproximately 20,000 people ride at Soulcycle every week. These people consist of mostly females. Soulcycle also has a very wide age range with the youngest rider being 12 years old and the oldest rider being 78 years old. The average target audience is between 18-45 years old.

STRENGTHS AND CORE COMPETENCIES Soulcycle is very successful in its current locations.AWARDS:Voted best hit each body part fitness class by New York Magazine 2010Voted one of the worlds top 10 most innovative companies in fitness of 2013 by Fast Company Top 10 NYC Google searches of 2012

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PRODUCTS & SERVICES45-90 minute fat burning cardio class with inspirational coaching and rockstar music. Custome Soulcycle clothing line that has new themes every month.

SOUL Classes Offered:SOULCYCLE- signature 45 minute cycling classSOULSURVIVER- extra 15 minutes. A little more challenge, a little more swear, a lot more SOUL!SOULCHALLENGE- for hard core riders rock out in the 90 minute cardio partySOULBANDS- 60 minute workout that incorporates resis-tance bands for a total body workout

TONE/CURRENT DESIGN STYLE USEDSoulcycle prides itself on being a motivational workout, beautiful environment and outstanding in customer service. It is a fun and inspiring company with a simple design to place focus on its motiva-tional mantra

NICHESoulcycle attracts two different types of people...

Those who are fitness oriented vs. those looking for inspiration to get in shape

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Creative BriefOVERVIEWCo-founders Elizabeth Cutler and Julie Rice were deter-mined to find a fun motiva-tional workout class. The first studio opened in NYC in 2006. Since then Soulcy-cle has opened 25 locations nationwide and has plans to open 50-60 more locations worldwide by 2015.

UNIQUE SELLING PROPOSITION (USP) Soulcycle is a one of a kind workout designed to benefit the mind and body. Our classes empowers riders and leaves them mentally and physically stronger.

First class is free!

OBJECTIVE/PURPOSE/GOAL Soulcycle wants to expand its locations and plans to open 50-60 more studios worldwide by 2015. Among that main goal Soulcycle is constantly creating new and unique cloth-ing items and themes. We also want to expand on our target audience and encourage men to join pack!

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WORDS THAT DESCRIBE THE VISUAL APPEARANCE YOU WANT TO ACHIEVE

FunStrong

EmpoweredCommunityTeamwork

Fitness can be fun

TAGLINESTake your journey, change your body, find your soulSoul: bring the party to the peopleSoulcycle doesn’t just change bodies, it changes lives

CALL TO ACTIONVisit www.soul-cycle.com to join our pack!

TARGET AUDIENCEMostly women (but also some men) between the age of 20-35.

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SWOT AnalysisSTRENGTHS• Unique exercise experience• Deals (free first class/monthly

specials)• Clothing line • Celebrity endorcements

WEAKNESSES• Expensive price point for some target markets• Limited locations• Limited amount of classes offered for demand of classes

needed

OPPORTUNITIES • Bigger target audience (appeal

to men)• Fitness plans or monthly mem-

berships rather than buying individual classes

• Clothing line expanded• Expand outside of cycling class-

es (Yoga, Barre, Zumba)

THREATS• Fad workout trend• Similar studios are offering more affordable classes• Location expansion greatly needed

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AGE 28LOCATION Manhattan, NYINCOME LEVEL $50,000/yearSOCIAL CLASS Upper middle class

Expanded Target Market

OCCUPATION Account executive at a popular PR firmEDUCATION Bachelors degreeMARITAL STATUS SingleHOBBIES Shopping, staying in shape, going out with friends

AGE 34LOCATION Greenwich, CTINCOME LEVEL $100,000/yearSOCIAL CLASS Upper class

OCCUPATION Stay at home momEDUCATION Bachelors degreeMARITAL STATUS Married with a young childHOBBIES Cooking, going to func tions with other stay at home moms

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Mood Board

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Competitor Analysis

Flywheel

AboutCreated by Ruth Zukerman who was a founder of Soul-cycle and broke off to make Flywheel. Classes are engaging with in house DJ’s and the torqboard which keeps track of everyone in the class and creates a competitive within the class. Flywheel also offers Barre classes which incorperates ballet movements and training to give a full body workout.

Overall DifferencesFlywheel currently has more locations including one international location in Dubai.The also offer 2 different types of classes, cycling and barre.Lastly they offer monthly membership options which is beneficial to those who attend classes on a daily basis.

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Style Guide

SOULCYCLE

FIND YOUR SOUL

Calibri (Bold)ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

Calibri (Regular)ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

CMYK 3,1,88,0RGB 254,238,57HEX fdec38

CMYK 0,0,0,0RGB 255,255,255HEX ffffff

CMYK 0,0,0,80RGB 88,89,91HEX 58595b

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Logo Design

SOULCYCLE

FIND YOUR SOUL

Black & White full logo

Color full logo

AbbreviatedLogo

The Do Not’s

SOULCYCLE

FIND YOUR SOUL

SOULCYCLE

FIND YOUR SOUL SOUL

CYCL

E

FIND

YO

UR

SOUL

Reflect Scale Rotate

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Print Ad

New Year New Logo

Same SOULCYCLE

Soulcycle wanted to celebrate 2015 by introducing our NEW logo

Celebrate with us by shopping our NEW merchandise! But don’t worry our classes are sti ll the SAME

SOULCYCLE

FIND YOUR SOUL

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Merchandise

Womens Apparel

Mens Apparel

Accessories

Kids Apparel

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SOULCYCLE

FIND YOUR SOUL