Fitbit was founded to help people live healthier. Over the years, their products evolved, and so did the breadth of data they tracked. To reflect their current technology, a new brand system was developed, designed to put data into a more relatable human context by blurring the line between product and people. Data is often considered impersonal, so we took the opposite approach. Inspired by the design of their devices, we created a system of shapes that flex to hold content and capture everyday data, becoming a storytelling device. Rather than only showing the product and its users, we were able to directly showcase the product's uses and benefits. The new identity allows the brand to be personal in different moments of life — exercise, sleep, nutrition — and adapts to reach different audiences and needs: Lifestyle Focus (emotional benefits), Product Focus (features), and Data Focus (tangible benefits).
Since early 2021, Fitbit has been officially part of Google.
Design Studio: DesignStudio | Creative Directors: James Hurst, Luke Stenzhorn
Design Director: André Coelho* | Designers: Sam Song, Anton Schulz (guidelines), Silvia Abruzzese (guidelines) | San Francisco, US
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*As a Design Director, I led a small team of designers, overseeing the creative direction and also being a hands on designer.