SoulCycle was the OG boutique fitness darling, an iconic brand with a cult following. But after a slew of copycat studios, SoulCycle lost both its market share and its way as a brand. Instead of a long, drawn out rebranding process, we needed to create a big idea, look/feel, and voice through a campaign that would launch within weeks. Our campaign, Ride on, was a call to arms, motivating fans and newbies alike. We leaned into SoulCycle’s DNA, with bold dynamic type, real instructors and ALL THE YELLOW. Tonally we reflected the voice of the instructors with a combination of motivation and badassery. And in just four weeks, we not only created a new positioning, platform, look, feel, and voice that worked across all of SoulCycle’s initiatives, we also simultaneously put butts on bikes.