Peloton launched its boxing classes on the Peloton App in 2022. It was in partnership with its Artist Series segment, where Peloton also introduced its partnership with Eminem. My role in this project was to lock down the visual identity for the Artist Series segment and carry it across different aspects of the campaign, like through social, digital, and hardware. We wanted to use one color with high contrast to the background and use outlines and thick type as a reference to old-school boxing posters.
