Guides that get you.

Pike is a social media app that lets users discover, save, organize, and share experiences all in one place—built for a generation that treats their feed as a travel guide, a restaurant list, and a weekend planner.

The problem: social media has become the default format for destination and experience discovery, but the platforms weren't built for it. Discovering something special rarely means acting on it—saves pile up in folders that never get revisited, plans get outsourced to spreadsheets and group chats, and choice paralysis wins. Pike set out to close the gap between discovering and doing.

The challenge was building a brand system that could resonate with both sides of the platform: the consumers seeking new experiences and the creators building communities around them—while scaling in harmony with the product experience and go-to-market strategy. The brand couldn't just sit on top of the app; it had to move with it.

As Brand Creative Director, I developed the Pike brand system from the ground up—from brand strategy through visual identity and guidelines—and consulted on product design, presenting brand work directly to the founder and investors from concept through launch.

Product Design: Kiran Hansen, Nick Marengo
Words: Julianna Roppo
Strategy + Product Manager: Brandon Heard, co-founder