SoulCycle

Creative + Art Direction

2023

For SoulCycle’s 2023 Pride Campaign, I set out to create a visual identity built on genuine connection, trading corporate rainbow gloss for something human and alive. Inspired by the layered chaos of community memo boards and fridge-scapes of mismatched magnets, the design draws on the vibrant, lived-in energy of chosen families and unabashed self-expression. The goal: to create a campaign that didn’t just celebrate Pride, but felt like it belonged to the people it celebrates.


MY WORK
Creative Direction
Art Direction
Graphic Design
Production

THE TEAM
Molly Zacher
Photographer + Retoucher

Ditte Dennisor
Copywriter