Peloton
Brand Development
Peloton describes the efficiency of individuals working together so that their combined efforts produce greater value than working alone.
Peloton provides strategic financial and investment advice, together with self managed superannuation and accounting and tax compliance services tailored to practice professionals, family groups and business proprietors.
The new brand had to reflect the new name 'Peloton' and what the brand stood for – holistic, integrated, flexible, efficient and team focused, while cutting through the barrage of typical finance based cliches. It needed to symbolize a fresh start for the break away firm and the pave the way forward.
The solution came from referencing bees and the way they work together as a team to build large honeycomb nests. A single hexagonal symbol was created to suggest 'the sum of parts' which when combined result in greater growth and strength than what could be achieved alone. A simple and stylish yet authoritative and classic word-mark was created to work with the symbol in various configurations, giving the brand greater flexibility in a wide range of applications.
A unique supporting visual language referencing arrows moving upwards together reinforces the Peloton theme while also representing a firm that is progressive, dynamic and team-focused. The application of dark warm gray has qualities of being expert, professional, sophisticated and credible, while aqua is suggestive of a boutique financial advisory practice that is innovative, modern and relevant to modern times.
The result is a strong brand that is classic-contemporary, competent, memorable and supports Peloton's new vision, mission and philosophy.
Services used
- Brand Research
- Brand Positioning / Repositioning
- Brand Development
- Corporate Identity / Logo Design
- Stationery System Design
- Uniform / Vehicle Livery Design
- Marketing Collateral Design
- Investor Communication Development
- Corporate Collateral Development
- Art Direction
- Design Consulting
- Squeeze™ Session