P S Y C L E

I was commissioned as design director for a premium brand refresh to introduce and manifest 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 was rollted out across all brand touchpoints: website, customer communication, point of sale signage, promotional posters as well as cafe menus. This aligned the brands’ mission with a visual strategy and connecting on and offline into one holistic experience for the customer.

2018 | Key expertise: Design direction, conceptual art direction, consultation, graphic design, UI/UX

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.

Website update
Clear, inviting navigation and design enable fast bookings. If interested the user can dive deeper with background information, insights and further expertise.

New photography 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 both introverts and extroverts into their spaces.

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

Katja Alissa Mueller
— design, vision, strategy