Strava: Subscription Brand Refresh
A photographic library developed as part of Strava’s evolving subscriber brand experience, positioning the subscription as a gateway to deeper adventure, progression and community.

Role & Ownership
Art Director working across campaign development, launch storytelling and visual system rollout for Strava’s refreshed subscription brand identity.
Collaborated closely with the wider brand design team to help translate the new identity into a scalable campaign world across photography, marketing and digital touch points.
Led creative direction across stills, casting and location storytelling while supporting the rollout and refresh of 1500+ global assets across the subscriber ecosystem.

Creative Contribution
Defined a visual approach that balanced raw athleticism with cinematic and socially observed moments — creating imagery that felt lived-in, aspirational and community-driven rather than highly polished or elite.
Worked collaboratively across brand design and marketing teams to build consistency between the evolving visual identity and large-scale campaign rollout, ensuring the refreshed system could flex across launch assets, seasonal storytelling and high-volume content production.

Impact
Supported the launch of Strava’s refreshed subscription brand experience through a globally scalable campaign and asset ecosystem.
Helped establish a more lifestyle-oriented and culturally relevant visual direction for subscribers — broadening Strava’s identity from performance tracking platform to enabler of adventure, connection and active living.
Contributed to the successful refresh and rollout of more than 1500 assets across marketing and subscriber touchpoints.

In Collaboration With
DOP and Photographer: Matt Lucier. Production: Katie Torman