Art Direction
2022

Peloton | Rowing, Meet Peloton

Peloton was entering an entirely new category for the first time. Indoor rowing had to earn a place in a fitness routine already built around the Bike and Tread — and the launch needed to feel like a natural extension of the Peloton ecosystem, not a bolt-on, from the first ad someone saw through to their first workout.

I led visual design and UX storytelling for the full launch, partnering directly with product, marketing, and strategy teams to translate the business goal — adoption of a brand-new product category — into a single throughline across web, app, onboarding emails, and marketing. In practice, that meant 100+ assets that all had to feel like one idea: "Rowing, Meet Peloton."

Emails