Milkman’s Daughter
Year
2019
Client
Cyclone Spin Studio
Type
Branding
Located downtown Cyclone was Kitchener’s first dedicated spin studio. Because of this Cyclone was uniquely positioned to set the tone for what a boutique gym stood for and how it acted in the community.
Cyclone’s goal is to provide highly impactful and energizing workouts while building a community of empowered and daring riders.
Bill and Erika approached me to help bring Cyclone to market. While I was tasked with building the foundation the implementation of the brand was to be done by a suite of freelancers. This meant a brand that was robust, yet flexible and easy to implement without the guidance of an art or creative director.
Manifesto
We’re here to build. To build confidence, endurance, and community. To forge and lead by example. To make a space where everyone feels welcomed. Where every person who walks through our door will walk out a better version of themselves. We’re here to ride.
The Mark
The mark consists of two elements — the icon and the word mark. It’s a modern, forward-moving mark that is distinct in the spin world. Built on a strict grid the icon is strong and stable while the thin lines and rounded endpoints make the mark approachable. The icon is supported by a strong and clear wordmark set in Cyclone’s flagship typeface, Sul Sans.
The underlying grid sets the foundation for the rest of the brand and is used in the development of icons, textures, and patterns.
The Deliverable
A comprehensive brand book was used by several studios and freelancers to activate the brand. Thanks to the guidelines all touchpoints feel consistent.
The Results
What resulted was a robust and thoughtful guide that has been used to implement and maintain the Cyclone brand. So far Cyclone has leaned on these guidelines heavily when designing for their spaces, IRL promotions/events and social media. Despite opening their doors just months before the pandemic, Cyclone has not only survived but thrived in their goal of building a diverse community of like-minded spinners.