Komoot Event Kit
Since 2021 I've been shaping how komoot is presented at real-world events. From banners and van wraps to beach chairs and bottles, I created the designs and concept for our on-site branding. Over the years, the visuals evolved to better reflect our growing brand and connect more clearly with our audience.
The brief
Komoot was sponsoring and present at many relevant events and festivals throughout the season. Each Community Manager had different needs, budgets and production capabilities for their events. They required event materials and giveaways that could be easily adapted for local production while staying on-brand.
The concept
Before designing anything, I developed a flexible concept in collaboration with the Community Managers and the internal Brand Squad. I documented the concept, together with suggestions how to bring it to live in a handbook. This gave Community Managers the tools to create their own on-location setups while staying consistent with the overall brand identity.
“Jonas brought both creative thinking and a strong sense of ownership to our event branding. He developed a system that not only made Komoot stand out visually, but also gave the Community Team the tools and confidence to deliver a consistent brand presence at events across Europe.”
— Ian, Community Director
2021 — The All-Blacks
With the first events approaching, I decided to base the event designs on the design language we had developed for our gravel cycling ad campaign. At the time, Komoot’s visual identity was limited to the logo and a basic color palette. Since most of the events were gravel-related, the aesthetic was a natural fit. Using primarily black made it also easier to keep colour consistency when using different suppliers and most merchandise is available in black.
2023 — Green is the new black
The initial bold design worked good in situ and let the green logo stand out. But it became apparent that a logo on a black background is the standard for many other brands in the field and the design did not create the inviting atmosphere we wanted. Meanwhile, the app was shifting away from dark UI elements toward a brighter interface, creating a mismatch in brand presentation.
To address this, we embraced our brand green more fully. I carried over the arrow theme but softened the static gradient pattern by creating a more organic version. To generate unique patterns for each specific use case, I wrote a p5.js application that turned any image into a dynamic arrow-based texture.
2024 — Brand Alignment
In 2024 we finalized a new design language to unify all marketing touchpoints. It even found it's way into the product. To align the event experience with the broader brand, the on-site materials needed updating.
I created a new set of templates and visual guidelines for the Community Team, along with clear reasoning behind the changes. This ensured a smooth transition and stronger visual consistency across all brand experiences.
Outcome and learnings
The event kit made it easier for Community Managers across Europe to create consistent and professional on-site setups while still adapting them to local needs. The handbook and templates gave teams more confidence and sped up production. Over the three iterations, I saw how the look and feel became more recognizable and inviting, proving that visual identity is something that benefits from steady evolution rather than one-off decisions. The project also taught me how to balance creative ambitions with practical realities—like supplier limitations, budgets, and production constraints—while still keeping the overall brand experience coherent and distinctive.