Building Cultural Growth
Pathways for Peloton

Peloton committed $20 million to creating growth opportunities for its hourly employees. The challenge was to develop a sub-brand, The University @ Peloton (U@P), that aligned with the company’s vibrant culture while meeting functional and technical requirements for internal stakeholders.

We designed U@P as a “brand within a brand,” creating a cohesive strategy, messaging, and visual identity. Deliverables included a brand book, sizzle video, microsite, and CMS that aligned with Peloton’s culture and empowered non-technical staff to maintain the platform.