Anthem – “a rousing or uplifting song identified with a particular group, body or cause”.
Tasked with naming, branding, strategy, marketing and interior design, Hjgher conceptualised and created Anthem, a new class of indoor studio cycling dedicated to health, fitness and the spirit of community. Cycling together in tandem in front of a fitness cycling marshall giving qualitative instructions requires not so much physical strength as it does mental endurance and dedication, but the entire experience is a ritual set around pulsating rhythm of the 120-140 beats per min music tracks, specifically selected to make every cyclist work their legs into the mood.
The concept of Anthem resonated with the coming together of a chorus of people as one, just as a tandem of cyclists helping each other and riding together as one, pushing and denying the pain, while cranking their shaft in line with the pulsating music. Based on separate lines of frequency coming together in timing and pitch to form the ultimate Anthem.