Chief Creative Officer
Creative Direction
Brand
Experience
Retail

I joined the StarCycle team at a very exciting time; They had just established funding and were ready to grow their boutique fitness Franchise based company to the next level and across the country.

When we began the rebrand process we were looking to solve for the following: The brand was reading hyper feminine and they wanted to open up the clientele demographic more to men in both ridership and franchise ownership. The original branding was just a singular logo, they needed to expand their icon set, colourways, typography, and build a style guide and brand book to allow a scaleable brand across multiple studios and owners across the nation.

I evolved the original logo into a mark that was more polished and felt timelines, and complimented it with three other marks for more options and a more comprehensive brand offering. We kept the original bright ‘Star Purple’ (268c) but instead use it only as pops and accents, and introduced a darker ‘Night Purple’ (276c) to play the lead colour role. This kept the original vibe of the brand but upgraded it to a more mature and inclusive look.

Along with the aesthetic updates, I lead a team to establish a clear voice and tone of the brand, including slogans, key phrases, brand pillars, brand mission, differentiators, plus much more and all outlined in a 57 page Brand Book—the final product I am very proud of. It’s easy to create something beautiful, but with out the “why” or the “what” the product mission can come off flat. The words bring life and culture into a company, and if done well, can transform a brand into a lifestyle.

This dynamic rebrand touched all mediums of the company, including: In-studio Experience Design and Interiors, Website Design, App, Social Media, Marketing, PR, Franchise Sales, Event Design, Retail and Product design, Internal Decks, Presentations and operational tools for Franchisees to be educated and execute the same high level of brand standards at their local level.

After the rebrand, StarCycle has experienced a 200% growth in open studios, and I am very pleased that our ridership has shifted from roughly 12% male / 88% women to 24% male / 76% women, now with two male franchise owners as well.

VP Operations - Lainie Glenn
Graphic Design - Jaclyn Hudak
Web Development - Broc Gailit
Marketing Director - Tracey Wyres
Digital Marketing - Nicole Ciomek
Copy Writer - Willow Bacon
Social Media - Haley Smith
PR - Danika Daly