Strava is a social fitness platform that allows athletes to track their activities, connect with friends, and compete in virtual challenges. I developed a cohesive brand identity system for the partnerships Strava challenges, designed to motivate customers to achieve specific workout goals (duration, distance, or elevation gain) and reward them with exclusive badges and product discounts. The identity system aimed to stand out from competitors' challenges while balancing the ethos of both partner brands. By creating a consistent visual language, it ensured that each challenge was easily recognisable and engaging, driving customer participation and in turn, leading customers to purchase products using their discount from Strava.