University @ Peloton Brand Definition
University @ Peloton: Building a Sub-Brand for Employee Education.
University @ Peloton was an exciting initiative aimed at providing educational opportunities to Peloton's hourly employees. As part of this project, I was tasked with defining the sub-brand, developing the messaging, and creating a seamless user experience. This project allowed me to shape something entirely new within the Peloton brand, a challenge I truly enjoyed.
The scope of work included branding, photography, video production, and designing a comprehensive website experience that aligned with Peloton’s core identity while giving University @ Peloton its own distinct presence. Through this initiative, we successfully crafted a cohesive sub-brand that empowered Peloton employees to access growth and learning opportunities.
A new approach to what work life means
I developed a mood board to highlight the juxtaposition of design elements that would allow University @ Peloton to stand out as a distinct "brand within a brand." In this process, I introduced a neon yellow color to complement Peloton's existing minimalist aesthetic. This neon yellow, reminiscent of a highlighter pen, was carefully chosen to create visual impact while ensuring it didn’t overpower or dilute Peloton’s core identity. The result is a vibrant yet cohesive addition that enhances the sub-brand's visibility without compromising the overarching brand’s integrity.
