Brand Extension + Product Innovation
The expectations for brands today are high. Consumers want to know what good a brand is doing for the world beyond just selling products and services. How can Fitbit, a brand dedicated to health and fitness, extend its offerings in a way that benefits the world?
As a brand committed to improving people’s relationship with their health, Fitbit can extend past physical health to include mental health. Despite 87% of adults believing that mental health and physical health are equally important, this is a completely new frontier for both the brand and the smartwatch category.
By including mental health in their definition of a healthier life, Fitbit can once again be a category trailblazer and play a role in de-stigmatizing the conversation around mental health.
Jan Junloy - Art Director
Onboard Screen design & illustration / Concept video storyboard
Michelle Lee - Brand Strategist
Design brief / Brand strategy / Concept video script & Voiceover
Michelle McGuire - Strategist
Design brief / Brand strategy / Consumer research
Tika Appaiah - Experience Designer
Wireframe design / Concept video storyboard
Daniel Huffine - Experience Designer
Wireframe design / Copy editor / Concept video