Peloton - Speculative brand guidelines for a speculative brand
After designing the speculative Peloton digital product, an identity system, visual language, and communication strategy was created. A vision articulated for the brand was built upon a set of core rider (user) personas, setting up a three-tiered roll-out to various audiences. A set of brand attributes were developed to help focus creative design exploration. The voice of the identity was articulated around technical acuity, high performance, aspiration, and approachability. A set of design principles was established to ensure that identity, brand, marketing, advertising, and product were all speaking with a consistent voice.
The manual included Brand Identity System, Product Design, Design Extension, and Brand Support. The organization of the manual presented the Peloton ecosystem from micro elements (concept, primary identity materials, colour, design elements, etc.) through to design content macro in scale (digital product design, marketing and advertising, three-dimensional manifestations of the brand, etc.). The layout of the material introduces the thinking behind the work, followed by the graphic and identity-based building blocks, through to more complex forms of the brand expression within a number of communication channels.
I designed and wrote all of the content out of shear interest for the idea while also wanting to test the flexibility and inherent possibility within the materials created. This 100-page book signifies a year and a half of consistent design exploration and concept extension.