Clean lines and minimal illustration represents the modernity of the company that appeals to a millennial audience, encouraging them to make exercise a routine part of their life. Small details like the speedometer icon in the bottom right corner of spreads to denote page numbers gives the consumer easter eggs to recognize the relation to cycling. However, it is expanded to outside of the studio with imagery of New York's Streets and subway maps to connect the company to its roots.

This eye candy page in the "Soul Cycle Capabilities Brochure" is a spread to give the viewer a break from the informative text. The glowing effect around the text is an homage to the neon signs with various motivational quotes each studio has in their lobby. Small grey circles indicate the electrical components, grounding the hazy blur of the typography. The phrase "Take a Journey" is to urge the consumer to join the community and learn how to find their "soul."

The Ride spread in the "Soul Cycle Capabilities Brochure" is an informational page about the details of the class. The graphic of the clock hand doubles as a path for the cyclist. This creates movement with the notion of an arrow that points to the upper left hand corner. Framing the clock hand in a radial pattern are numbers to denote the silhouette of a literal clock. The hand points to the number 9 to reference the class's duration of 45 minutes.