At Fitbit, I developed the creative strategy and art direction for several major product launches. Once the design was set, we built everything else across the whole campaign: web, social, video, packaging and more.
In 2023, I worked on the strategy for Fitbit’s new app and premium subscription. We came up with an art direction, logo, color palette, and visuals that felt premium and data-driven.
Select layouts & design work below.
Fitbit Premium
STRATEGY & DESIGN
ROLE
Art Direction, Strategy, Design, Branding, Product Launch Creative Development
We worked closely with the UX team to create delightfully UI centric visuals to bring our launch to life.
By 2022, our new user base had decreased significantly. So for our latest tracker, we decided to go after Gen Z. We reinvigorated our brand with a new look and tone of voice that felt bold, colorful, and current. Our simple tagline for Fitbit Inspire 3 (code name Nyota): Move more. Stress less. All you have to do is wear it.
Select layouts & design below.
Fitbit Inspire 3
STRATEGY & DESIGN
ROLE
Art Direction, Strategy, Design, Branding, Product Launch Creative Development
Partnering closely with product marketing, we crafted the right tone and visuals to meet the moment.
We concepted dozens of out-of-the-box ideas for our Inspire 3 launch. Our Instagram dance challenge was the idea that shipped.
We teamed up with Google Creative to host #DanceItOff at Youtube Studios in LA. A wide group of Gen Z content creators was invited to learn a dance choreographed by TikTok star Jaeden Gomez, while rocking their new Inspire 3 trackers. We earned 177 pieces of organic social content from influencers and 68 million potential impressions on posts mentioning Fitbit and Inspire 3.
