One of Peloton's initiatives is to become a music powerhouse — hence, the Peloton x Beyonce partnership. My role in the project was to help concept for the launch video as well as help translate the visual identity to marketing assets for social, digital, and hardware. The circular portal concept is used as a metaphor to showcase where we pull our inner power from which is followed by a collage of references for both Beyonce and Peloton instructors.