When approaching this rebrand of Peloton, my first instinct was to create a look that strongly represents movement; both with people and on technology, since Peloton relies heavily on their app and streaming services. I was struck by the thought of glitches - an occurrence when technology has too much “movement”. Glitches are usually seen as a bit of a roadblock, but in this case, I saw a glitch as a catalyst for something new: a spark of new activity of what follows that glitch. It’s the glitch that gets things started. It’s not necessarily about the glitch itself, but what comes after that reboot: new energy, new momentum, and new movement.