Strava
ART DIRECTION / ILLUSTRATION
Strava is a leading platform for athletes, offering a social space to track and share fitness activities. It connects millions of runners, cyclists, and outdoor enthusiasts worldwide, fostering community and motivation through data-driven challenges.
As a long-time Strava user since 2009, working with the brand was a dream come true for me. My first major project involved the promotion of Protour athletes on Strava who were competing in the Tour de France, though this project remained unfinished after weeks of intensive work with their design team.
Later, as Strava expanded in Brazil—now the second-largest user base globally—I was heavily involved in the brand’s first local initiatives. My responsibilities included adapting the global identity system for local events while also creating visuals for new challenges, the first Brazilian influencers, and Strava Brasil’s official community kit.
Some of the standout moments include the San Silvestre Virtual Challenge (global), which was held at the peak of the COVID-19 pandemic, and the identity design for the Doando Vidas challenge. Special thanks to Rosana Fortes, Brazil’s country manager, for trusting me during these early stages of Strava’s presence in the country.
To celebrate National Organ Donation Day, triathletes Patrícia Fonseca (heart transplant), Priscilla Pignolatti (kidney transplant), and Débora Reichert (kidney transplant) will complete a long-distance relay triathlon—1.9 km swimming, 90 km cycling, and 21 km running—to raise awareness and inspire more people to become donors.
I designed the challenge’s visual identity with a focus on playful and optimistic illustrations. The athlete icons are inspired by Olympic pictograms, representing each triathlete's transplant journey, while symbolically sharing a heart—the universal symbol of life and love. The typography was carefully chosen to be light and delicate, adding an airy, feminine quality to the overall design, which helps communicate the positive and uplifting message of the event.