CLIENT
STRAVA
YEAR
2022-2023
ROLE
CONCEPT
DEVELOPMENT
DESIGN
ART DIRECTION
COPYWRITING
STRATEGY
Surpassing 1 million followers
Though Strava is a growing name in fitness tracking and sits in a unique position as an activity-based social media platform, the brand lacks market penetration here in the U.S. During my time at Strava, I contributed to and lead design and ideation for many deliverables increasing our social presence and overall reach. I supported the team as we grew our audience to 1.1 million followers on Instagram seeing increased engagement rates and earned press.
I was responsible for ideating and designing some of Strava’s highest performing social media posts to date, including posts that historically may have been considered “risky” for the brand but on which we saw an immediate return proving that social media moves quickly and in order for Strava to grow, the brand needs to proactively pursue trends in order to gain the reach that will enable Strava to one day set them.
DATA VISUALIZATION
→ ATHLETE VALIDATION
The 2022 New York City Marathon was unseasonably hot, leading many runners to miss their target goals on race day. Strava leveraged data from runners who tracked and shared their race on our platform. The proof was in the numbers: the 2022 race was harder than years’ past.
In order to achieve the most compelling graphic representation of these results, I partnered with our data analyst to characterize the statistics for a dramatic visual.
Strava saw an immediate reaction from athletes who felt the data viz validated their experience resulting in an increase of positive brand sentiment and affinity.
I executed variations of this deliverable for multiple social platforms including Instagram, Strava, and Twitter. On all platforms, this post performed higher than others within a similar timeframe.
The data viz quickly earned press coverage as Runner’s World leveraged the Tweet in their coverage of that year’s NYCM.
HOT GIRL WALK 🌶️👟
In honor of Women’s History Month, Strava hosted a Hot Girl Walk™ challenge, raising money for GRLS to increase girls’ access to sport. I lead the creative development of all campaign assets including a suite of shareable images for Instagram. An important element of this campaign was to showcase that the act of the “hot girl walk” was not exclusive to a specific body type or demographic but that anyone can and everyone should embrace this positive mindset and confident attitude.
PRESS COVERAGE: YAHOO NEWS, WELL + GOOD, MSN
WHAT’S NEW
I lead design for the program What’s New, encompassing product releases, updates, and ongoing product education.
What's New campaigns typically spanned a variety of channels including traditional social and email in addition to what's known as a club post appearing on Strava's in-app feed. To illustrate highly anticipated updates to Strava's Best Efforts feature, I leveraged visual components from the product itself.
Strava's brand and product features a rich library of sport icons to identify the 50 different activity types currently supported by the app. To announce the addition of 4 new sports at the end of 2022, I created this eye-catching design pairing the new icons with their sport name to educate users and reinforce the connection with the goal of ease of use when users adopted the new feature.
By overlaying Strava's activity UI with a photograph of an athlete, I was able to bring Strava into the athlete's world. We utilized this design solution across a variety of assets. Beginning in summer 2023, users who tag an activity as a commute can see how much carbon they've saved by not driving. For this go-to-market, I paired the collage with a snapshot of the updated interface so that viewers could empathize and draw a connection between the joy of movement and the value of activity data.
“Very rarely in a person’s career do they get to work with the rare mix of high level strategic mindset, detail oriented execution, and ego-less cross functional partnership— Zoe has this exact mix. Zoe was the lead designer on a program that I led around new feature releases. In this role, she had to create a wide range of assets for both social and owned channels on a weekly basis. Zoe not only consistently delivered these numerous design assets on time and at the highest quality, but she also brought seemingly inexhaustible fresh perspective and insight week after week. She lifts up every team that she is on and I can say that I am a better marketer, with a better understanding of design and strategy, for having known and worked with her.” — Malire Lozada, product marketing manager
CREDITS
SOCIAL MEDIA MANAGER: SAM WELCH
SOCIAL MEDIA MANAGER: MAYA HOLLEY-PERETZ
WHAT’S NEW SENIOR COPYWRITER: MICHELLE TURPIN
PRODUCT MARKETING MANAGER: MALIRE LOZADA