Project overview

Peloton is a culture-driven brand and organisation. Everything it does, it does with intent and conviction. While its sustainability strategy was ambitious, it wasn't sticking. Employees weren't sufficiently engaged, its value to the organisation had been lost and opportunities to mobilise instructors and members were being missed.

We built a brand-centered sustainability narrative rooted in Peloton's unmistakable attitude: Every Effort Counts. Connecting the determination and collective effort behind every workout to the actions needed across the business to deliver on its sustainability goals.

Working from the inside out, we aligned teams around a shared narrative and created the tools to bring it to life - from communications guidance and instructor activation and creative executions for packaging and digital channels.

The result is a narrative embraced across the business, creating a shared understanding of why sustainability matters and helping mobilise teams to deliver action against the business’s goals.

Role

Sustainability narrative development and visual design, stakeholder engagement, internal alignment and mobilisation, communications strategy, creative activation.