Fitbit enables people to lead healthier lives with innovative, technologically advanced products. Odopod helped the company prepare for a wave of new competition by refining both the company’s positioning and products.
Our challenge was to create a new, more defensible position relative to the wave of new players in the market, both big (Nike FuelBand) and small (Basis). We then set out to refresh the brand messages and identity as expressed in the company’s website, photography and product interfaces.
We created a new positioning centered on making “everyday changes” that set Fitbit apart from competitive products focused on performance. This position also informed a bright, bold, more approachable visual identity that we applied to the product UI and marketing website.
The company launched the fresh, new site alongside the launch of two new trackers, the Zip and the One, both pushing Fitbit ahead of a competitive field.
We had such an amazing team working together, all keeping track and competing against each other with our own Fitbit stats. It's awesome when you get to work on projects for products you love using!