A conceptual redesign of Strava that questions what running apps choose to measure, and what they ignore.
In a culture driven by performance pressure, we removed the metric that was doing the most harm: comparison.
The result is a system that shifts focus from speed to state — and turns running back into something personal.
This is an ongoing exploration of how running culture changes when performance pressure is removed.
"STRAVASA: THE FIRST STRAVA MODE THAT MEASURES HOW MUCH YOU LET GO"
Creative Art Director: Lucas Miguel Mateos
Creative Copywriter: Victor Daumas
Creative Art Director: Lucas Miguel Mateos
Creative Copywriter: Victor Daumas
