After the logo was designed by Peter Schmidt Group in Hamburg the founder and owner of Hicycle an indoor spinning studio located in Hamburg asked us to brand the interior of the studio, the work out bikes, all marketing material, merchandise, member ship cards, invitations etc. with a strong typographic and iconic design. Our design should be easily adapted to the website and the photography. Our client used to live for some time in New York where she trained at Soulcycle a spinning studio throughout the U.S. After returning to Hamburg she decided to open up her own studio. At Hicycle one does a 45 minute cardio work-out on a stationary bike partly lifting weights while listing to super loud rock music in a nightclub atmosphere. First we decided to go with a color gradient from hot pink to orange and yellow, using white and black. Our client worked with an interior architect but was not sure how to brand the entrance of the sports club. We came up with the idea to convert the shape of the logo into the counter and light is up from behind with the gradient to make this the center of attention and meeting point while entering the rather small room. It is always essential to put one large piece of furniture into a small room to create an impact and a sense of generosity/ impression. The website was and still is the most important communication tool to transport the brand and the message. One one hand we had to explain what and who Hicycle is, how it works, how to book a class and what one is expecting on the other hand the company is still looking for trainers or rock stars how they call them. The trainer has to hype up the class by animating the group and is acting almost like a DJ in front of the class on his/her own bike. To communicate this feeling we did a photoshoot with faces covered in sweat and used them in the beginning in black and white. Later, after we branded the print material, the merchandise and the sports clothing we photographed the trainers on a trampoline jumping up high as well as filmed and edited videos to convey the atmosphere and experience, which ends up as a big show by the end of each class. That's why we decided to go for a bold always 3 to 4 line message on banners, posters, bags etc. Fast to read allowing an easy memory. We also created the slogan GET EXCYLED! and use HI! as the short form from HICYCLE on various pieces. Sign up, join the show, get excycled!