Strava

Strava needed a bold brand transformation to attract a younger, more diverse, and global audience. I was brought on to help bring this vision to life.

At the time, Strava had invested heavily in above-the-line TV campaigns, but without a clear strategy or measurable impact. The brand guidelines from 2022 relied on a rigid color-blocking system that failed to scale. Instead of building recognition, it fragmented the brand identity.

For the internal design team, every project felt like starting from scratch, creating inconsistency across touchpoints. The company lacked a clear point of view and unifying brand narrative, and as a result, global brand awareness plateaued at 11%.

The creative direction needed greater clarity and flexibility to support meaningful growth.

Case study available upon request.