Start Comfortable.
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On: Start Comfortable.
Introducing “Start Comfortable.” — an integrated campaign designed to equip Gen Z with tools that make starting easy. This includes the Momentum™ app, which breaks exercise into manageable goals, and pop-up events that offer affordable, restored second-hand shoes to make getting started more accessible.
In this collaborative project, I was responsible for motion graphics, branding, and interface design.
Research revealed a key barrier: many Gen Zs view exercise as hard work, making it feel daunting to begin. At the same time, a 6% dip in shoe sales reflects their cautious spending habits — highlighting the need for more accessible, low-pressure ways to start moving.
Our goal was to show that On supports not just those already in motion, but also those at the starting line — offering ease and encouragement from the very first step. In line with On’s philosophy, this campaign redefines comfort as both physical support and emotional reassurance, especially for beginners.
The visuals draw inspiration from Swiss graphic design, reflecting On's roots and Swiss philosophy of precision, simplicity, and functionality. This design approach ensures a clean, minimalist aesthetic that emphasizes clarity and purpose, aligning with On's commitment to high-performance, innovative products.
UX/UI Design
The Momentum™ app breaks exercise into easily achievable daily goals, focusing on building consistency rather than performance.
Consistent movement unlocks exclusive rewards with ON-affiliated gyms and products, motivating users to turn activity into a daily habit.
It also helps users stay connected with friends and their progress—making it easy to share, support, and stay on track together.
Physical Activations
Alongside this are city-wide pop-up events where ‘starter shoes’ are made more accessible through the restoration of pre-loved pairs using Swiss-engineered technology.
Offered at a fraction of the cost, these shoes can be accessed by simply signing up through the app — extending the life of each product while supporting the next generation of runners.