SoulCycle
At SoulCycle,
I helped redesign
the user experience/ marketing strategy for new studio openings.
Strategy
During my time at SoulCycle, I was part of a team that developed the strategy, messaging, and visual refresh for all of the marketing communications that new studios received, in new markets and to potential new riders. Our first goal was to streamline the number of emails and push notifications that users were receiving in order to avoid oversaturation of the brand, while still providing an exciting opening countdown. After this was resolved, we realized we needed to create an educational narrative for riders that would keep them interested and informed about what the SoulCycle brand could offer.
Email Redesign
The emails were designed to have fun, modular elements that could be mixed and matched depending on their target rider, i.e. those that had ridden at a SoulCycle studio before in a different market, and those that were new and would be discovering the brand alongside the new city or neighborhood they studio would
be in.
Social Media Assets
I also spent a lot of my time at SoulCycle designing imagery for the Social Media team, from reminders to book bikes, on-brand self-care assets, motivational quotes, and anything that could help position the brand as a lifestyle brand, not just one focused on fitness or retail.
© Ana María Toro 2020