Fitbit January Sale 2019
The ask:
Create an inspiring New Year New You 360 campaign (landing page, social posts, email series and web banners that inspire and engage Fitbit users and conversions. There wasn’t a defined budget left over for this so leveraging existing images and graphics in an innovative fresh way is expected.
The concepts:
This campaign was inspired by various brands and their iconic treatment of imagery, type and color. I wanted to create a campaign that would tell a meaningful story and that resonated with our mission, brand and users. My intent was to carry these meaningful stories over into engaging experiences.
The concept pitch:
After landing on a concept to iterate on I presented the following deck for round two review with the design team, partners and leadership. The goal of this round was to review overall concept esthetic, style, tone, messaging, product placement, accessibility, inclusion and other cultural criteria specific to regions.
The results:
I’ve designed a campaign that will not only create excitement and drive sales in the new year but also elevate the Fitbit brand, showcase sale products & features, and translate well across multiple markets and marketing channels. There are a few marquee concept explorations of color, imagery and graphics towards the bottom of the page.
Explorations:
These are some explorations with imagery, texture, color and layout that occurred early in the design process. The backstory to these explorations is, originally, I had hoped that I could invigorate and evolve next generation Fitbit 2019 campaigns a little through using a color from our secondary palette. But I received push back from stakeholders that insights from past sales and user research support that our brand teal is the most recognizable and favored. So I pivoted and found a solution to incorporate Fitbit teal (in brand shades) but designed angular shapes that help activate the background for product overlays in the campaign designs.
