CASE Study


Elevating Psycle London’s Visual Identity with Cohesive Imagery


Psycle London is known for its high-energy classes, with studios across London, they’ve cultivated a loyal community.

The Challenge: Creating a Unified Visual Identity


Psycle London needed imagery that:

  • Captured each of their unique fitness concepts and featured their team of trainers.
  • Felt cohesive and aligned with their established brand.
  • Could be easily used across their website, promotional materials, and new studio launches.


Their existing assets didn’t cohesively reflect the experience Psycle delivers to its community.

The Solution: A Collaborative Approach


To solve this, we worked closely with the Psycle team to ensure every detail was aligned with their vision. Together, we created:



  • Concept-Focused Imagery: Each fitness modality — barre, ride, reformer, yoga, and strength — was showcased in a way that highlighted its unique energy.
  • A Cohesive Visual Story: Every shot was designed to feel connected, creating a library of content that could easily transition between concepts and uses.
  • A Collaborative Shoot Experience: We prioritized communication and adaptability, ensuring everyone was heard and involved throughout the entire process.
Athlete holding a black Psycle-branded exercise ball against red backdrop in workout gear.
Indoor cycling workout scene in moody orange lighting showing multiple riders in silhouette.
Indoor cycling scene with dramatic blue lighting and geometric design elements.
Graceful yoga practitioner performs side plank variation on dark mat.
Dynamic action shot of workout session with dramatic lighting in gym setting.
Group cycling class working out intensely under dramatic blue lighting and geometric patterns.
Person lifting kettlebell during workout with blue lighting effects in gym.
Peaceful meditation scene with person in white attire on yoga mat with cork blocks.
Fitness scene on reformer equipment in industrial-style gym with orange ambient lighting.
Energetic spin class participants riding bikes with hair flowing during intense workout.
Enthusiastic workout participant raises arms during high-energy fitness class.
Dynamic workout scene with motion blur against blue lighting and geometric background elements.
Two people practicing yoga poses with arms raised in sunlit room.
Person in athletic wear holding yellow balls while practicing balance exercises in red-lit studio.
Stretching exercise performed on reformer equipment in dimly lit fitness studio with warm lighting.
Indoor cyclist in white athletic wear riding with intensity against dramatic lighting.
Back view of person with braided hair reaching up during workout in dimly lit fitness studio.
Person sits on floor surrounded by white crystal singing bowls and a large gong in a meditative setting.
Group fitness class participants doing lunges on wooden floor with red ambient lighting.
Enthusiastic cyclist enjoying high-intensity indoor cycling class with neon lighting.

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What the Client Had to Say


“It's been a pleasure working with Des. Des takes the time to truly listen and understand your vision and brings a thoughtful and collaborative approach to every stage of the process. I really value her opinion and creative expertise and feel this really helps to ensure we deliver the best content and shoot experience on the day. I look forward to working together again soon!”

— Louise, Senior Marketing Manager for Psycle

Person practices cobra pose on yoga mat with warm lighting and dark backdrop.

How the New Imagery is showing up online:

Three indoor cycling scenes with riders on stationary bikes in dark atmospheric studio lighting.
Three promotional fitness images showing different strength training exercises with text overlays.
Three fitness workout scenes showing resistance training exercises in a dimly lit gym setting.
Collection of yoga and stretching poses performed on dark yoga mats in moody lighting.
Three workout scenes showing high-intensity training exercises in a red-lit fitness studio.

Why This Matters for Wellness Brands


In today’s competitive wellness market, working collaboratively with a creative who listens and adapts throughout the process is imperative. It ensures your unique vision comes to life while making the experience seamless and enjoyable. Psycle London’s journey demonstrates the value of partnership and thoughtful execution in crafting a brand’s visual identity.

Energetic fitness class participants exercising in red-lit studio space.

Ready to Elevate Your Brand?

At DIP, we specialize in creating an elevated experience and high-quality visuals for fitness/wellness brands/businesses that bring your unique vision to life. Whether you need a full visual overhaul or fresh content to enhance your brand identity, we’re here to bring your vision to life.


Let’s Connect and take your brand storytelling to the next level.