More Than a Ride: Building Stride’s Voice and Visuals
As the designer behind Stride’s rebrand, I defined the brand principles, created the logo, and built a scalable visual system that unified the product experience and elevated the company’s voice.
Jan 5, 2025
CLIENT
Stirde
CLIENT
Stirde
CLIENT
Stirde
Role
Creative Lead
Role
Creative Lead
Role
Creative Lead
Service
Brand Strategy, UX UI Consultation
Service
Brand Strategy, UX UI Consultation
Service
Brand Strategy, UX UI Consultation
Into
Into
Into
Stride is a mobile app that allows riders to earn travel and mobility discounts by sharing their opinions. By completing quick surveys and data tasks before or during their journey, riders unlock instant savings creating both a valuable data stream for buyers and a monetisation channel for mobility operators.
Stride is a mobile app that allows riders to earn travel and mobility discounts by sharing their opinions. By completing quick surveys and data tasks before or during their journey, riders unlock instant savings creating both a valuable data stream for buyers and a monetisation channel for mobility operators.
Stride is a mobile app that allows riders to earn travel and mobility discounts by sharing their opinions. By completing quick surveys and data tasks before or during their journey, riders unlock instant savings creating both a valuable data stream for buyers and a monetisation channel for mobility operators.
The Challenge
When I joined the project, I found that the app’s visual identity was inconsistent and disconnected from its core values. Users described the experience as confusing and unintuitive, highlighting not only usability issues but also a lack of brand clarity. The challenge was to create a cohesive visual language that could express the brand’s promise of simplicity, trust, and accessibility, while unifying the product and its communication under one clear identity.
The Challenge
When I joined the project, I found that the app’s visual identity was inconsistent and disconnected from its core values. Users described the experience as confusing and unintuitive, highlighting not only usability issues but also a lack of brand clarity. The challenge was to create a cohesive visual language that could express the brand’s promise of simplicity, trust, and accessibility, while unifying the product and its communication under one clear identity.
The Challenge
When I joined the project, I found that the app’s visual identity was inconsistent and disconnected from its core values. Users described the experience as confusing and unintuitive, highlighting not only usability issues but also a lack of brand clarity. The challenge was to create a cohesive visual language that could express the brand’s promise of simplicity, trust, and accessibility, while unifying the product and its communication under one clear identity.
Strategic Approach
Strategic Approach
Strategic Approach
I approached the project by rethinking Stride’s identity from the ground up, aligning both brand and product with a clear sense of purpose. Rather than just refreshing the visuals, the goal was to connect the user experience with the brand’s core values.
The key insight was that riders should feel like contributors, not just customers. Their opinions power the platform, and in return they gain both rewards and influence. This dual value exchange shaped the direction: the identity needed to be clear, reliable, and empowering. These principles guided every visual decision, from the logo to the color palette and overall tone.
I approached the project by rethinking Stride’s identity from the ground up, aligning both brand and product with a clear sense of purpose. Rather than just refreshing the visuals, the goal was to connect the user experience with the brand’s core values.
The key insight was that riders should feel like contributors, not just customers. Their opinions power the platform, and in return they gain both rewards and influence. This dual value exchange shaped the direction: the identity needed to be clear, reliable, and empowering. These principles guided every visual decision, from the logo to the color palette and overall tone.
I approached the project by rethinking Stride’s identity from the ground up, aligning both brand and product with a clear sense of purpose. Rather than just refreshing the visuals, the goal was to connect the user experience with the brand’s core values.
The key insight was that riders should feel like contributors, not just customers. Their opinions power the platform, and in return they gain both rewards and influence. This dual value exchange shaped the direction: the identity needed to be clear, reliable, and empowering. These principles guided every visual decision, from the logo to the color palette and overall tone.
Branding
Branding
Branding
Logo Design
The new logo was inspired by the visual language of journey maps often seen in mobility platforms like Bolt or Uber. By shaping the letter S as a fluid path, it symbolizes Stride’s mission: creating a mobility experience where every journey leads to both savings and influence.
The form communicates movement and progress while remaining minimal and flexible, ensuring recognition across digital touchpoints — from app icons to partnership presentations.
Visual Language
To support the logo, I developed a visual system that reinforces the brand principles.
Color palette: approachable, vibrant tones to convey energy and reward, balanced with neutrals for trust and clarity.
Typography: Our illustrations balance playful storytelling with bold brand identity. We use two styles: metaphorical spots and brand tokens.
Metaphorical spots are whimsical, gradient-rich illustrations with organic shapes and outlines. They add surprise and delight, communicating progress, growth, or challenge in an emotive way.
Brand tokens are clean, geometric assets like coins, locks, and the logo. With neon gradients and simple forms, they reinforce recognition, value, and clarity.
Together, these styles create a system that is both imaginative and consistent, bringing warmth while strengthening brand attribution.
This system unified the product and its communication, ensuring that every touchpoint delivered the same brand experience.
Logo Design
The new logo was inspired by the visual language of journey maps often seen in mobility platforms like Bolt or Uber. By shaping the letter S as a fluid path, it symbolizes Stride’s mission: creating a mobility experience where every journey leads to both savings and influence.
The form communicates movement and progress while remaining minimal and flexible, ensuring recognition across digital touchpoints — from app icons to partnership presentations.
Visual Language
To support the logo, I developed a visual system that reinforces the brand principles.
Color palette: approachable, vibrant tones to convey energy and reward, balanced with neutrals for trust and clarity.
Typography: Our illustrations balance playful storytelling with bold brand identity. We use two styles: metaphorical spots and brand tokens.
Metaphorical spots are whimsical, gradient-rich illustrations with organic shapes and outlines. They add surprise and delight, communicating progress, growth, or challenge in an emotive way.
Brand tokens are clean, geometric assets like coins, locks, and the logo. With neon gradients and simple forms, they reinforce recognition, value, and clarity.
Together, these styles create a system that is both imaginative and consistent, bringing warmth while strengthening brand attribution.
This system unified the product and its communication, ensuring that every touchpoint delivered the same brand experience.
Logo Design
The new logo was inspired by the visual language of journey maps often seen in mobility platforms like Bolt or Uber. By shaping the letter S as a fluid path, it symbolizes Stride’s mission: creating a mobility experience where every journey leads to both savings and influence.
The form communicates movement and progress while remaining minimal and flexible, ensuring recognition across digital touchpoints — from app icons to partnership presentations.
Visual Language
To support the logo, I developed a visual system that reinforces the brand principles.
Color palette: approachable, vibrant tones to convey energy and reward, balanced with neutrals for trust and clarity.
Typography: Our illustrations balance playful storytelling with bold brand identity. We use two styles: metaphorical spots and brand tokens.
Metaphorical spots are whimsical, gradient-rich illustrations with organic shapes and outlines. They add surprise and delight, communicating progress, growth, or challenge in an emotive way.
Brand tokens are clean, geometric assets like coins, locks, and the logo. With neon gradients and simple forms, they reinforce recognition, value, and clarity.
Together, these styles create a system that is both imaginative and consistent, bringing warmth while strengthening brand attribution.
This system unified the product and its communication, ensuring that every touchpoint delivered the same brand experience.
The Outcome
The Outcome
The Outcome
The refreshed identity created a consistent and recognizable brand across all touchpoints. The new design system not only improved trust and clarity for users but also streamlined development, with reusable components and unified use of colors. This consistency allowed for faster iteration and a stronger foundation for future growth.
The refreshed identity created a consistent and recognizable brand across all touchpoints. The new design system not only improved trust and clarity for users but also streamlined development, with reusable components and unified use of colors. This consistency allowed for faster iteration and a stronger foundation for future growth.
The refreshed identity created a consistent and recognizable brand across all touchpoints. The new design system not only improved trust and clarity for users but also streamlined development, with reusable components and unified use of colors. This consistency allowed for faster iteration and a stronger foundation for future growth.