Anyone. Anytime. Anywhere.

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Anyone. Anytime. Anywhere. ~

CAMPAIGN

The year Peloton reset its identity

BRAND

Peloton

YEAR

2023

ROLE

Associate Creative Director

CHALLENGE

By 2023, Peloton was at an inflection point. A new leadership brought a clear mandate: reposition the brand to broaden appeal, highlight the full ecosystem — particularly the App — and connect with younger, more digitally native audiences. The brand had evolved through leadership changes, but this marked the first true visual and strategic reset. We needed to move beyond the Bike, refresh the identity, shift the colour system and tone, and make Peloton feel more inclusive, accessible and culturally current.

APPROACH

We embraced the reset fully. Instead of polished aspirational fitness imagery, we turned the camera toward real members — in their own homes, in their real routines. We used their names, their stories and their before-and-after workout moments to create a system rooted in relatability.

The campaign lived under Anyone. Anytime. Anywhere., reframing Peloton as more than equipment — as an ecosystem that fits every lifestyle.

I led the creative direction of this transformation shoot — hand-selecting members, interviewing them, building a comprehensive capture matrix to ensure every touchpoint was covered. Across London and LA, we produced video and more than 150 stills, ultimately generating over 3,000 assets to support the brand reset globally.

The ecosystem

This was not a single output — it was a brand infrastructure build.

Content was captured to power website, retail, CRM, paid social, organic, OOH, in-studio displays and internal communications. Instructors and employees joined the activation, extending the system into a living series. Every asset laddered back to the new identity — colour, typography, casting, messaging and platform integration.

The result was a cohesive rollout of the new Peloton across every consumer touchpoint.

The Brand System

Beneath the campaign sat a full visual identity rebuild, developed in partnership with Mother Design and our in-house team. We worked closely with Mother on the foundational system — colour, typography, logo behaviour, principles — and then led the translation in-house, evolving and applying it across every surface the brand touched. The work below shows the system in action and how we kept it consistent at scale.

Artist Series Classes

Presentations

OOH

Lifecycle

Product

The system flexed into performance ads too, where each execution carried a different RTB tied to a specific discipline. We built a framework that kept the visual identity consistent while letting the content shift — cycling, strength, yoga, running, each with its own examples, tone and message — so the work stayed coherent at scale even as the stories underneath changed.

Performance Ad — Content Education

Performance Ad — Discipline Education

The Holiday season promo and activation followed the same systems logic, with a variation of the visual identity and new colours layered into the palette. This was a deliberate choice: rather than release the full colour system at launch, we phased it across seasons — giving the brand room to settle into its new identity, and giving each calendar moment its own distinct energy.

OOH Holiday Promo

Paid Media — Holiday 30 Days RTB

Impact

Over 3,000 assets produced across London and LA
Real members featured by name, increasing relatability and emotional resonance
Strong positive community response as members saw themselves reflected in national advertising

Subsequent leadership changes and new product launches have continued to refine the brand’s positioning, including more recent pivots in demographic focus.