Revamping a global giant like Peloton is a rare privilege, and I had the honor of spearheading this endeavor alongside a team of exceptionally talented individuals. Our mission was to transform this iconic hardware brand, which had been around for a decade, from an aloof and distant presence into one that exuded authenticity, relatability, and pure enjoyment – a shift from hardware to humanity.

With the introduction of the free Peloton App, we seized the chance to connect with a broader and younger audience. Peloton is now accessible to everyone, anywhere. We adopted a candid and approachable tone, tailored to resonate with diverse markets. Our toolkit included daring, disruptive design, dynamic typography, a vibrant and fresh color palette, sleek iconography, and lively, sweat-inducing photography featuring genuine members in real-life settings.