Fitbit was founded to help people live healthier. Over the years, their products evolved and so did the amount of data tracked. To reflect their current technology, a new brand system was developed, aiming to put data into human context by blurring the line between product and people. Data is often considered to be 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 to capture everyday data, becoming a storytelling device. Rather than only showing the product and people with it, we were able to directly showcase its uses and benefits.
Since early 2021 Fitbit is officially part of Google.
The new identity allows the brand to be personal in different moments of life — exercise, sleep, nutrition.
The system scales to reach different audiences and moments: Lifestyle Focus (emotional benefits), Product Focus (features) and Data Focus (tangible benefits).
Guidelines help Fitbit’s internal team to implement the new design system and build a consistent brand.
Taking a step further, some inspirational designs for implementing the new brand system to their digital and physical products.
Design Studio: DesignStudio | Creative Directors: James Hurst, Luke Stenzhorn
Design Director: André Coelho* | Designers: Sam Song, Anton Schulz (guidelines), Silvia Abruzzese (guidelines) | San Francisco, 2020
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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.