CLIENT
Fitbit
ROLE
Creative Direction
OBJECTIVE
To evolve the perceived dated Fitbit brand towards a more modern, youthful and active visual identity.
STRATEGY & DIRECTION
Leading the entire brand identity exploration both internally and with Design Studio as an agency partner, I developed a new look & feel for the global Fitbit brand. The aesthetic was driven by the concept of way-finding and metro signage. It helped drive the message that Fitbit motivates you to move and is your intelligent guide along the journey. The project resulted with an extensive style guide and design system that helped drive the consumer experience across every marketing touchpoint.
