Pelotonia
Social Content Creation
Project Snapshot
The Project Brief
Project: Pelotonia Social Media Content Creation
Timeline: 4 weeks
Role: Graphic Designer
Skills: Graphic Design, Branding, Project Management, Content Planning, Rebranding
Programs: Excel, Canva, Adobe Suite (Photoshop, Illustrator)
Pelotonia is a cancer-research bike ride that fundraises for the James Cancer Institute. As a rider this year, I created content for Instagram, LinkedIn, and Facebook across a 6-week timeline to improve engagement and overall increase fundraising dollars. This campaign took into considerations the current Pelotonia brand as well as personal style due to being posted on an individual page.
Project Timeline
Content Creation Process
1.
Research Pelotonia Brand
The process began with conducting brand research on Pelotonia, specifically focusing on finding brand guide elements and the upcoming theme to play off of when designing. Understanding the current brand is directionally the most important when considering new design creation.
2.
Campaign Inspiration
Moving from research, I then began searching for media content inspiration. The left two accounts I enjoyed for their playful & authentic fonts to keep the campaign as a personal and not business feel - also enjoy the image heavy use in these designs. From the right, I took inspiration from copy & messaging - this example comes from a non-profit so goal is similar.
3.
Build Content Calendar
From the research and inspiration, I settled on a 6-week content sprint with a focused theme each week. The themes align with the real-world content I would be able to take during my training and building suspense up to the race. After planning three posts across Instagram, LinkedIn, and Facebook per week, I developed imagery of my own or inspiration images to visually inform future designs.
4.
Create Content Designs
From the content calendar and Pelotonia brand guide, I began overlaying images and text to create designs. I utilized the programs of Canva, Adobe Illustrator, Adobe Photoshop to create PSD mockups, layered designs, and edit images used.
Key Takeaways & Lessons
As my first content creation project, this experience highlighted specific areas for my professional growth. While entering an unfamiliar media landscape is daunting for any creative, this challenge accelerated my awareness and skill development.
I also learned that every platform demands a distinct "voice" that must be established at the conceptual stage, well before designing graphics or writing copy. I applied this principle directly when sourcing inspiration and building my content calendar to ensure every post resonated with its specific audience.