Psycle

Running a smooth design operation

I was commissioned as design director to help with a premium brand refresh to introduce and exemplify Psycle's four workout concepts. I consulted for the new photo direction and creation of an image library, serving as the basis for all branded communications. The brand refresh rolled out across all brand touchpoints: website, customer communication, point of sale signage, promotional posters and cafe menus. This aligned the brands' mission with a visual strategy and connected online and offline into one holistic customer experience.

Role: Design Director
2018

Key expertise: Design Direction, Consultation, Graphic Design, UI/UX Design

Once a single indoor cycling studio, Psycle became London’s largest class-based boutique fitness chain, offering four complementary workouts in studios across the city.

A new digital look

Website update
Straightforward, inviting navigation and design enabled faster bookings. The user could dive deeper with background information, insights and further expertise if interested.

New photo direction 

I defined a new photography direction that creates a soothing, intimate, yet powerful environment. Colourful light sources speak to a broad audience and invite introverts, ambiverts and extroverts alike into their spaces.

Customer experience touchpoints

Layout direction for customer experience touchpoints, from print to digital.

K — design, leadership, vision, strategy