Music. It makes people come together. And all that sweating on the dancefloor doesn’t feel like an effort, because you get energized by the pumping bassline. In the early morning everyone goes their own way, but just for a moment you felt like one. Just like clubbing, religion provides social cohesion through shared rituals and beliefs.

When this client approached us to start a boutique sports studio for rhythm-based cycling classes, we took cues from both the clubbing scene and religious rituals to build a bold brand that truly excites and brings people together. Meet Rite.

Taking inspiration from stone carving on Renaissance-period tombstones in Florence around the 1950’s, we designed a logo that has a refined, yet subtle mystical feel. The fluent shape of the capital “R” gives the wordmark a certain softness. The neutral font allows us to focus on the message rather than the form. It levels out the logo and dynamic photography and allows us to speak in a daring manner.

While we mainly know stroboscopic flash photography from the clubbing scene, it was actually a scientific invention to register movement. We used this technique to create visuals of people spinning. It serves as an abstract graphic language to capture the rhythm and motion of the Rite cycling classes. 

By integrating particulars and technical details – like your heart rate being 220 minus 50 at a Rite cycling session – into the posters, shirts and hand soap we brought the branding to life.

The Rite brand voice plays on the idea of the ten commandments. All pain shall pass, in music we trust, you shall free yourself from all descriptions and other bold claims trigger people to join the classes.