Strava
Strava is a fitness tracking app for all kinds of athletes: the stat-hungry cyclists, the couch-to-5K crowd, and the folks going for a quick calorie burn.
I created a verbal identity that connects Strava to a wider, more socially-engaged audience, reflecting the full spectrum of what it means to be active.
My role on this project:
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Building on Strava's updated visual identity, I created a fresh verbal identity anchored in four tonal attributes. The set flexes across contexts, providing a steady cadence for day-to-day messaging, plus some flourish for key brand moments.
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To show how these attributes play out in the real world, I created a quick shorthand in the form of a voice persona. Dubbed The Team Captain, this persona showed Strava’s internal writing team how to bring the verbal identity to life across touchpoints.
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I helped create a story behind the Strava experience — moving beyond merely logging miles and times, to evoke a more meaningful connection between the daily activities that add up to a life's journey. The brand narrative provided the foundational story that motivates Strava users to live their best, active life.
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I applied Strava's new voice to a set of real-world examples to show it in action. This included billboards, e-mails, in-app content, social posts, and paid advertisements.
Coming off a visual refresh, Strava wanted its voice to match the vibe: unflappable, affable, and unmistakably athletic. The goal: a tone that feels authentic to core users while still welcoming to newcomers.
Previously, Strava's voice swung between the insider jargon of its super-users and a broader, less-distinct approach.
I built a messaging framework that clearly articulates what sets Strava apart — and why that matters.
Using the U.S. Women’s National Soccer Team as a tonal touchstone, I helped shape a voice that’s inclusive, motivational, and rooted in the culture of sport — flexible enough to work across everything from product copy to brand campaigns.
Project Credits:
Creative Direction - Carissa Justice
Copy Support - Mouzel Manugas
Visual Identity - Strava Brand Team
Project Management - Caroline Gregory
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