SoulCycle Design System Portal
Category
Branding, Digital, Print, Strategy, UX, WebAbout This Project
The Setup
SoulCycle invented boutique fitness, and its look had spread thin across a lot of surfaces. Mrs&Mr. came in with Mind Altering Fitness, a sharp brand refresh built on mind, body and soul, with a handmade collage language behind it. The refresh was strong. It still had to work inside the iOS app, the Android app, the web app, the D2C site, CRM and the booking system, and nobody had one place to find any of it.
What I Led
I partnered with Caroline de Lasa, with guidance from Mrs&Mr., to fold the refresh into the SoulCycle brand we already had. I filled the visual gaps the guidelines left open: digital color rules, type at screen sizes, iconography, motion and component states. I designed the components for every platform, and set out when to use the quieter Core mode and when to use Expressive. Then I designed Design by SoulCycle, the portal at designbysoulcycle.com. Designers, engineers, marketers and studio teams all start there. The code repositories are private, so the portal screens here show the documentation and downloads layer.
What We Delivered
One system across six touchpoints:
- Foundations, tokens and a component library built natively for iOS, Android and web.
- Modules for CRM email and push.
- Front desk tools that use the same parts riders see.
- Signage and retail templates for the studios.
The portal brings it all together: onboarding by role, search, one-click libraries and downloads, and an open roadmap where anyone can propose a component.
