As Fitbit pivoted from owning the fitness whitespace to wellness, my team launched Fitbit Luxe™, a fashion-forward tracker designed for a holistic approach to health and wellness.
While part of our story was communicating wellness product features like stress management tools, automatic activity and sleep tracking, and a Health Metrics dashboard, the other half of our narrative elevated the brand’s style.
While Luxe was a beautiful, sleek tracker in its own right, we partnered with gorjana on a modern luxury bracelet that upleveled the fashion cred of the Fitbit brand. My team positioned the pairing as “how jewelry gets smart”, thanks to our smartest, sleekest tracker yet.