SATS – Strava Jockey

I worked as Design Lead and digital adviser, responsible for two central parts of the project: developing a clear and recognisable visual identity for the campaign, and exploring, defining and establishing the digital solution it was built on.

A key task was conceptualising and developing the map solution at the heart of the campaign. This meant exploring different approaches, weighing technical and user requirements, and turning the idea into something that worked both visually and functionally. From a graphic design perspective, the route itself was the design: the message had to be drawn with real streets and paths, and still read clearly as letters and shapes when rendered as a GPS track on a small phone screen. That required careful work with legibility, scale and simplification.

From a UX perspective, the campaign lived inside an existing product with its own conventions. Rather than building a new interface, we used Strava’s familiar feed as the medium, which meant the reveal had to work within the way people already scroll, glance and react. I defined how the map should be presented and how it connected to the rest of the campaign experience, so the punchline would land instantly for anyone who saw it.

Alongside this, I developed and managed the visual expression across campaign touchpoints, including producing campaign materials, designing digital elements and quality-assuring design deliverables to ensure a cohesive brand experience. Through close collaboration with creatives, developers and other stakeholders, I helped make sure the visual and digital solutions supported the campaign’s goals and gave people an engaging, coherent experience.