HOKA
HOKA Together is the membership and rewards programme for HOKA's running community, made up of a mobile dashboard and a web journey. The idea was to move loyalty away from a points scheme and towards something runners feel part of. We repositioned HOKA as the "run club captain", connecting members through shared challenges and milestones with exclusive rewards on top, and a bold, kinetic identity that carries from the app through to OOH.
- Role
- Designer: kinetic type motion concepts, dashboard & landing page UI
- Team
- Creative lead
- Senior designers
- Me (designer)
- Outcome
- The direction was approved during the project, and the programme launched in an evolved form after I left.
I was part of the early creative sprints, looking at how HOKA could feel more like a "run club captain" than a points scheme. I designed motion concepts for an onomatopoeic, kinetic type system that picked up the rhythm of running. I helped evolve the visual system across the mobile dashboard and the landing page, and made sure the UI and type felt consistent with the imagery. I selected and art directed imagery that connected real runners on real terrain to the rewards experience.
There were a lot of stakeholders shaping the work at a global brand, and I learnt how to present ideas so they made it through several rounds of feedback. I saw how much the small visual decisions, especially in the type and motion, affect how engaging a product is and whether it feels community-led or transactional. I got better at collaborating under pressure, and at splitting up tasks clearly across the team.
