Fitbit Ace LTE is a connected smartwatch from the connected tech giant Fitbit in partnership with Google and targeted to a younger audience (and their parents). The case study and ads insist on the counterintuitive take that the watch (a screen) is designed to encourage kids to move more. In the tradition of Fitbit’s products, it’s packed with trackers (GPS, heartbeat, accelerometer…), whereas this time the end user (the kid) is not the one having the main access to the data but their parents.
Studio Koto created the dedicated identity and campaign for this new product and worked with NaN to create a headline font based on a bolder and wider weight of NaN Metrify to carry their brand values. The rounded squircle shape of the watch was the inspiration into rounding Metrify in its inside corners. The watch UI uses the same font as most other Fitbit watches since 2015: Seville is a custom version of Atipo’s rounded sans Bariol.
See the launch campaign featuring both the UI and hero fonts:
Visit Koto’s case study for more animated examples.
An overview of the parent app on their smartphone, showing the loved feature of tracking the kid's position at anytime.
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A wall inscription that could be seen during the Fitbit Ace LTE launch even in the New York Google Store
