Fitbit / Google / 2020 to 2025
Fitbit brand systems
Leading brand and design as Fitbit folded into Google. Guidelines, seasonal systems, retail direction, and social.
Leading brand and design as Fitbit folded into Google. Guidelines, seasonal systems, retail direction, and social.
As Fitbit kept integrating into the Googlesphere, the hard part was finding the right amount of Googlyness to bring in without losing brand recognition and confusing customers.
This isn’t ’Nam. This is brand building. There are rules.
Four new products, never meant to launch together, each with a visual identity that looked nothing like the others.
Web, email, retail fixtures, digital ads. You name the channel, the work was there.
A seasonal point of purchase lookbook giving creative direction for every Fitbit retail display on the planet.
The challenge was bringing two brands together on one fixture.
Nobody ever said “I want a Google watch, let me check the Fitbit display.”
I led the creative vision for a series of social posts, and art directed the shoot alongside Han Nguyen and Haley Bergman so we could tackle multiple setups at once.
