PROBLEM : 
Strava faced a dual challenge. They needed to significantly increase new app registrations and installs on both the Apple App Store and Google Play Store, whilst also driving greater engagement with their 30-day trial experience. Operating in a highly competitive fitness app market. Without fresh, targeted assets tailored to their core audiences, they risked audience fatigue and diminishing returns across their paid social and display channels.

SOLUTION :
  
I partnered closely with a Creative Strategist to define the overarching concept. Together, we shaped a focused, performance-led creative strategy designed to scale both acquisition and engagement. Drawing inspiration from category leaders such as Whoop, Peloton, New Balance, and Nike, we aimed to capture the motivational spirit of the fitness community. These reference brands consistently leverage bold visuals and purpose-driven storytelling to connect with their audiences. Our goal was to channel that same energy into the Strava campaign, motivating athletes of all levels to join the platform and take part in a global movement.

To establish the campaign’s look and feel, I created moodboards that aligned Strava’s revitalised visual identity with our strategic objectives. These moodboards incorporated bold colour schemes, dynamic motion references, and use of Strava’s Polyline graphic to convey progress and energy. I presented the visual direction to the client, walking them through the rationale behind our approach and securing buy-in ahead of production.

Once the concept was approved, I led the design and animation of the full suite of campaign assets. This included both video and static formats, crafted to perform across paid social, display, and mobile platforms. The creative suite reflected Strava’s energetic tone through:
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• A vibrant, high-contrast colour palette
• ​Motion-enhanced visuals that integrated the Polyline graphic as a symbol of achievement
• Clean, modern typography and minimalist layouts to emphasise core messages
• Consistent styling across upper-funnel and lower-funnel assets

The creative assets were tailored to align with user intent at different stages of the funnel. For awareness, we highlighted community-driven features and global fitness challenges. For conversion, we emphasised key trial benefits such as advanced tracking and goal setting. I also adapted several visual variations to fit user-generated content (UGC) styles, incorporating real athletes and everyday users to build authenticity and trust.
RESULTS :  
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• +52% increase in app installs across Apple and Google Play stores.
• +34% growth in new user registrations through tailored, engaging creatives.
• Higher engagement and trial activations, reinforcing Strava’s leadership in the fitness space.

ROLE : Senior Motion Designer

​AGENCY: Wpromote