Amgen launched the Breakaway Challenge initiative, a national social fitness program to motivate individuals to take positive action in their health and to support the fight against heart disease and cancer. Amgen teamed with Strava, a social fitness app that tracks cycling and running activities. Strava aggregated the total miles contributed to the Breakaway Challenge with the goal to collectively reach as many miles as possible with Amgen matching the first 400,000 miles with a substantial donation distributed to the nonprofit partners.

I created a logo design system that complemented the established Breakaway from Cancer, Breakaway from Heart Disease, and Tour de California logos. I provided art direction to a simple landing page design with image carousel, jump links and link to a sign-up page at Strava.com. The event was a success for a total of 226,534 participants and 63,912,807 miles from cycling, running, and walking.