CHVRCH: How would you describe our brand’s personality in a few words?
Michelle: Minimalistic, Natural, Focused
C: What are the key design principles guiding your creative choices?
M: CHVRCH’s brand is the opposite of my personal, which follows more of a dark, moody vibe, so exploring this brand has made this fun to step outside my comfort zone. So the most important principle is to maintain the brand: with colors, fonts, theme, essence. Sometimes I ask, “Would this fit cohesively in the CHVRCH studio?” I also think it’s important to incorporate feedback from studio members and consider current trends, whether it comes to editing the website or designing merch.
C: How do you see our apparel connecting with our online presence or community?
M: While CHVRCH has a strong in-person community, we want to ensure that those who have moved away or are looking in from afar also feel included. The CHVRCH brand is intimate and niche, but indoor cycling is a widely shared experience. With the Fall Collection release, we are starting to add products that can connect with non-CHVRCH riders and even non-riders! All made easy by being shared online.
C: What’s your favorite piece from our fall launch?
M: I love a dad hat, especially one with a strong, subtle statement. So the “woo girl” dad hat has my favorite piece in this collection. I scream my “woo”’s in each class, at fun events, to celebrate friends, or even just to share love from afar. Fun fact: I have about 40 dad hats
C: What can our clients expect for the holidays?
M: The Fall Collection makes a great gift for your friends and family who ride (or don’t)! Crewnecks and joggers are included in the collection to keep you warm throughout the winter. We will have digital gift cards available soon too! Your gift to us is riding with us, continuing to foster the amazing community, and representing your love through merch. Also…. we got a few upcoming day secrets to share too…!