Zwift Camp: Baseline Brand System
The Project
In 2024, Zwift launched a series of “Zwift Camps” to establish workout-based training campaigns. These camps were to work in a system throughout the year to provide training appropriate for the seasonality of cycling.
In December, Baseline provided a base for training using a series of tests throughout the campaign. The user discovered their rider strengths and weaknesses by the end of the campaign.
This project included:
A visual identity for the product and promotion
Designing the system for “Zwift Camps” at large
Email UI and testing for the rider strength data
Web Design
Breaking down the visual identity. Each pattern represents a rider strength.
Type treatment for Zwift Camp Baseline.
The Campaign
In December 2024 we launched the Zwift Camp: Baseline campaign on Zwift, a cycling training app. The campaign outperformed previous campaigns in user participation and completion.
Design process for the web campaign. We started with crude wireframes and evolved to full-fidelity mockups. Working internally, we’re limited to certain layout types and functionality.
A social carousel for this campaign. Internally the social team found greater engagement with carousels that require swipe throughs.
I worked with the email developer to design and test strength report designs with their data input. Testing included layout QA, dark mode overrides, and accessibility.
Each campaign has multiple unlocks that needs brand design. The kit, arches, and wheel were 3D textures designed for this campaign based off of its visual identity.