Strava is more than just a GPS-based fitness tracker; it’s a global fitness social platform that empowers athletes and fitness enthusiasts to achieve their goals while connecting with a worldwide community. Since its 2009 launch, Strava has transformed from a basic cardio-tracking app for activities like cycling, running, or walking. It has turned into a thriving network where fitness journeys are shared, celebrated, and inspired. This rebrand was designed to reintroduce Strava as a platform for everyone—embracing its decade of evolution and growth while addressing its current challenges in engaging a global audience.

The new identity reflects not only where Strava stands today but also where it’s heading. It’s a dynamic expression of energy, movement, and connection—qualities that drive every athlete forward and goes beyond a fresh visual identity for Strava; it introduces a fully redesigned mobile and watch application that seamlessly embodies the new brand vision. Strava brings momentum to every workout, helping users track their progress, discover new challenges, and join an intercontinental community of like-minded individuals. Together, we transcend distances and flow toward our fitness goals.

The interaction design for Strava's rebrand redefines how users experience the platform, blending its social and fitness-oriented goals with a more personalized and accessible approach. This design is not just an extension of Strava’s visual identity but a reflection of what the brand stands for—connecting athletes, promoting fitness, and inspiring personal growth. Strava’s core challenge was balancing its social aspects with the needs of individual users, particularly those new to fitness. After developing a detailed information architecture, I prioritized enhancing the platform’s analytical features, transforming data into a source of motivation and centering the app not only on social connection but also on individual progress.

New features, such as a community-based routes guide, were introduced to uplift local fitness networks, while the app’s functionality was expanded to seamlessly integrate with smartwatches. Accessibility and ease of use were key priorities, ensuring users could quickly record their fitness activities—the primary goal for most users. This functionality was placed front and center on both mobile and smartwatch interfaces, making starting a workout effortless. The results showcase a cohesive system designed to empower users, with enhanced analytics, community-driven tools, and seamless user scenarios that highlight the brand’s evolution and commitment to improving the fitness journey for all.

Strava has been a cornerstone of the fitness community for over a decade, yet its visual language has only seen minimal updates since its inception. The new identity was designed with a forward-thinking approach—crafted to thrive in the present while adapting seamlessly to diverse regions, audiences, and environments in the future. Central to this rebrand is the creation of an entirely new typeface for the wordmark, engineered for versatility across various applications while embodying the essence of Strava as a brand. The wordmark conveys a sense of energy, excitement, and inclusivity, inspiring fitness on a global scale. A defining feature of the design is the use of a 78-degree angle within the wordmark, symbolizing progress, momentum, and the drive to keep pace with those around you.

To further emphasize Strava’s vibrant community spirit, I introduced the tagline “Move with the world”—a nod to the collective energy and connection that have made Strava a global fitness platform. Additionally, I developed an icon system that shares the same 78-degree angle and the same point-size grid used in the wordmark, creating a cohesive visual experience. This icon system not only aligns with the broader design framework but also elevates it to a new level of consistency and functionality, reinforcing Strava's identity across its platform. This new logo, wordmark, and icon system represent not only Strava’s evolution but also its commitment to uniting individuals through fitness, wherever they are in the world.

The new color system for Strava takes a bold departure from its previous palette, shifting toward a more dynamic and energizing approach. The goal was to create a color scheme that feels both inviting and motivating—not only to those who are just beginning their fitness journey but also to seasoned athletes who are continually pushing their limits. The combination of hyper green, electric blue, and sand beige was carefully chosen for its ability to work together as a cohesive system, offering flexibility across different applications while evoking a range of emotions.

Whether the intention is to inspire energy and excitement or to create a more laid-back, welcoming atmosphere, this new color palette allows Strava to communicate various tones and feelings. From vibrant and energetic to calm and welcoming, the updated color system offers a versatile range that can connect with a diverse audience, reinforcing Strava’s mission to inspire, motivate, and unite athletes across the globe.

The new identity system provides a broad range of collateral, from digital motion graphics to print materials like posters, showcasing its versatility across both digital and physical mediums. This flexibility demonstrates how the system can seamlessly adapt to different formats, effectively communicating the essence of Strava’s identity—whether through dynamic motion or the tactile impact of printed materials. It highlights the system's ability to convey Strava’s core values and energy in a variety of contexts.

The diverse applications not only reinforce Strava’s visual identity but also ensure it remains consistent and engaging, no matter the medium, helping to strengthen the brand’s presence across all touch-points. The graphic elements were designed to highlight athletes in an inspiring way while drawing from Strava's core feature—using routes to find direction—amplifying the themes of movement and progress.