Rebranding
SuperCycle
Sometimes you care too much to look the other way. SuperCycle is close to my heart and the brand they've been using was built with love — just not by a designer. So I fixed it.
the challenge
A brand built with heart, but not built to last
SuperCycle was founded by Lilli and Rhana to bring music, movement, and community together — and it works. The studio is full, the energy is real, and the community keeps coming back. But the logo? Fine lines that disappear at small sizes. A mark that can't scale to a hoodie, a storefront sign, or a social media thumbnail without falling apart. Built with love, not built for longevity.
the approach
A passion project. No brief, no client
Just a designer who couldn't unsee it.
SuperCycle is close to my heart and the workout beacome a passion, just like design. I see the brand often and every time it bothered me — not because it was made badly, but because the studio deserved better. So I redesigned it on my own. The new logo embeds S+C into a rider in motion: bold, graphic, and scalable at any size. The wheel detail reinforces speed and momentum. Every line is intentional, every weight chosen to hold up wherever the brand needs to show up.
The work
Adaptable for every challange
Resistance band
Employee sweater
Water bottle merch
the outcome
What the brand could be — when design meets something worth caring about
This is a concept rebrand. SuperCycle hasn't adopted it yet — but it shows exactly what strategy-backed design does that DIY can't: it creates a mark that works at 16px and 16 metres, that carries the energy of the studio without relying on fine lines and good intentions. This is what I do. And this is what I'd do for you.