Record. Sweat. Share. Kudos. Strava connects millions of runners, cyclists, hikers, walkers and other active people through the sports they love – all on our mobile app and website.
During my 4 years at Strava I helped bring the brand to life and worked closely between Marketing and Product to bring athletes the tools to achieve their personal best and to be the record of the world's activity.
Projects:
Year In Sport
Local Legend
Segment Stories
Challenge Badges
Marketing Comms
YIS – Year In Sport
Year in Sport is Strava's largest and most anticipated Marketing campaign annually. We aggregate our athletes' year worth of data to tell the personal story of their fitness, weaved into highlights through data and storytelling.
Strava’s annual Year In Sport data report reveals new insights into athletic performance, socialness, motivation and popular gear from its community of over 48 million athletes from 195 countries. Each Year in Sport Data Report was designed and localized for USA, UK, Germany, France, Brazil, Spain, and Japan.
See the full 2019 annual report here: Year In Sport data report.
Local Legends
As the lead brand designer, I collaborated closely with the Research and Product team to brand and integrate a new product feature which awards athletes who complete a given segment the most over a rolling 90-day period regardless of pace or speed.
Tour de France
In collaboration with A.S.O. (Amaury Sport Organization) we embarked on a mission to bring the prestige and hype of Tour de France to our athletes while maintaining both brands' global recognized branding.
2023 Tour de France Road Booklet
Lead designer on a press provided Road Booklet to highlight the key Strava segments within the Tour de France and Tour de France Femmes and offer unique fun facts. It integrated Strava’s unmistakable product into timeless sections of an iconic event
Segment Stories
Strategized, branded and storyboarded Strava's short-film series that looked at our athletes’ favorite places to run and ride and the meanings that lie behind every stretch of tarmac and trail. Explore the rest of the Segment Series stories.
Challenge Badges & Icons
Ideated and illustrated Strava's annual collection of challenge badges for the years of 2020 – 2022 along with various brand partnership challenges and charity reliefs.
Also partnered with Manual to update our product sport icons to align with our Brand Refresh.
In collaboration with Mackenzie Crist and Manual.
ERG logos in collaboration with Millie Ma.
Product & Brand
Marketing Campaigns
Collaborated closely with Marketing, Growth Marketing and Product to bring to life large various brand campaigns, urgent corporate comms and feature education pieces. Adhered to both CRM team channel best practices and Brand Guidelines to deliver high-performing, brand aligned creatives. Proactively identified A/B testing opportunities to improve in both areas while keeping KPIs top of mind.
Continuously iterated in partnership with Growth Marketing in order to drive increases to CTR and ultimately downstream success metrics.
Strive For More
Strive for More™ is a commitment by Strava to promote and support women in movement & sport. Launched in July 2022 in conjunction with the first Tour de France Femmes in over 30 years, we called on the entire community to join the pursuit of more equity, more inclusion and more women in sports.
