PSYCLE

When fitness instructor Michael Zubi communicated his dream of starting his own fitness brand, I was in awe. His vision was vibrant–colors of black and white with a touch of muted tones; a clean and sleek feel, and the embodiment of serenity.

In his classes, Michael prioritizes creating an environment where cyclists can block out the outside world and focus on the rhythm, and their heartbeat, simply living in the moment. It was imperative that the brand embodied these elements.

Upon hearing this, I was compelled to create a brand mood board that features a sleek, fresh logo, color palettes, textural elements, and typefaces, and images that evoke the brand persona: self-care, self-connection, and self-love.