We approached it as a system build, not an asset delivery. A colour strategy and visual identity framework came first, stress-tested across OLV, web, digital media, retail and paid social. Animation was central from the start, with a specific approach to deconstructing Peloton's app UI and reintegrating it into campaign assets, both on photography and reverse on footage.

Every element was designed to flex across five markets: RTB-specific lock-ups, promo treatments, member testimonials, instructor quotes and product typography each had their own visual logic, then came together inside Storyteq templates built for scale and speed. The result was a fully modular system with multiple variants per message, internationally adaptable and channel-specific where it needed to be.

The sale surpassed expectations. More than that, this was the first time Peloton used a promo moment to start shifting the brand's visual direction, and the system we built became part of the foundation for what came next.