Peloton Capital Management
Services
Brand Strategy
Brand Identity
Photography & Videography
Website Design & Development
Stationery
Overview
Private equity with a difference. Peloton Capital Management was founded in 2018 by three avid cyclists, determined to form a new capital management firm. Co-operating to create a better outcome for all sides of the relationship.
Stronger Together is the tagline and the inspiration for the brand identity—power, movement, and the collaboration of people working together.
Objective
Establishing themselves as a firm that doesn’t follow the norm, we had to create an identity that spoke to that. In a sea of blue and grey, we wanted a palette that popped.
Deep greens and black set the stage for neon pops of green. The logomark changes direction in different applications to emphasize their ability to adapt and shift. The round mark is a slight nod to the background in cycling mimicking a bike wheel that contains the company's monogram.
The brand permeates everything we do. If it didn’t reflect who we were, it wouldn’t be in so many places. That’s the ultimate measure of success.
Mike Murray, Founding Partner, PCM
Website
The website was an important platform to support the brand position. If you are going to say you are different you need to be different. The website is full of impactful interactions, custom videography and bold typography. We took an editorial approach to the team bios, having each team member pose in a way that felt natural to them. Using a seamless background we set the team bios on the site in an interactive way with each portrait.
