→ A brand system that brings data to life.
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).