We knew our brand, website and marketing strategy would be vital to our success launching our cycling studio. We knew we couldn’t do it alone, so we sought a world-class agency partner. Immediately from first contact, Top Hat IMC stood out from everyone we talked to. The team’s up-front, bare-it-all approach was truly refreshing. That and their innovative work made them irresistible. We moved forward and are continuously amazed by their attention to detail, quality of work and friendliness. They created a brand that truly represents who we are. The website is innovative, unorthodox and constantly receives "oohs and awes" from everyone who views it. For anyone looking for these services, look no further than Top Hat IMC. They’ll take you far and are worth every penny.
Conceptualizing and designing an enduring, vibrant brand identity system for an ambitious, vibrant cycling center.
Cycletique — which opened its first location in Bethel Park October 2016 — is the highest-energy cycling community in town. The concept combines a variety of cycling classes (built for everyone from beginner to juggernaut) and a boutique athleisurewear shop.
Many organizations claim to put the customer at the center of everything, but Cycletique means it. They’ve hatched new norms — like chilled post-work-out towels and pre- and post-workout juices — that local cycling studios are already trying to imitate.
When it came to cultivating the brand identity from the cosmos — which is no small decision for any new business — Cycletique entrusted the task with our team.
The vibes shine through the visual identity, which is centered on a happy and vibrant color palette and minimalistic design.
We created two versions of the mark — a word mark and emblem — to fit both horizontal full-context situations and more minimal vertical situations.
The brand language is extended in hand-drawn lockups — featured on gear, like the “I Cycle for the Towel” tank top — and other iconography.
We centered the Cycletique brand on a folksy, vibrant personality that would never take itself too seriously. This personality radiates from anything from the brand copy, to the visuals, to the website, to marketing campaigns, to the environment of the cycling studio itself.
We captured the photographic vibe of Cycletique for usage across all communications platforms both for immediate projects and the future.