Brand Design and Strategy


Creative work designed to future-proof Peloton, evolving their perception from a luxury stationary-bike into a full-fledged fitness brand. 


As part of the School of Visual Arts Masters in Branding curriculum, this work was presented to Peloton's creative team. The pitch proposed that Peloton shift their focus from product offerings and focus on their most-valuable asset: their members, whom were dubbed Evolutionaries. 


By redesigning Peloton's website, mobile app, as well as introducing a members club, touring road show, and smart home device, Peloton put their members front and center of the brand.