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Brand Development

BeatBike is an indoor cycling and fitness amphitheater that utilizes music and atmosphere, creating a sensory-stimulating environment. BeatBike offers additional amenities, including a natural juice bar, wifi lounge, showers, and changing rooms to provide the ultimate experience. Although it had its own unique appeal, BeatBike lacked a defined brand identity and unifying message to help it stand out and be viable in a growing but highly competitive marketplace, including companies such as Soul Cycle. They sought the branding experience of MVC to help them define their brand identity, brand position, and message to encompass their unique selling proposition.

In a market where hardcore experience matters, authenticity is key. MVC developed a powerful positioning statement to define the core message of BeatBike and establish an enduring brand identity. Working closely with Beat Bike, MVC defined the brand symbol and word mark to serve as a graphic and modernized translation of the overall brand experience. We presented BeatBike with a complete brand standards manual to ensure their brand identity was consistent in every use and its concept and vision could be adopted to its growing team and possible franchise opportunities.

We created a positioning tagline, Amplify Yourself, to support the visual branding and an inspirational statement, Ride the Sound, to also be used for internal merchandising for active BeatBike members. These taglines operate as affirmations of the overall brand experience.

To prepare the brand for their initial launch, we created a series of print ads and posters to announce the cycling amphitheater debut and contributed to the overall website design.


Created a competitive advantage for a rising competitive fitness brand

Brand Positioning
Brand Consultation
Identity & Logo Design
Market Research