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JD Architecture
Architecture
sur mesure
Brand
for Architecture, Technology, Wearable
Fitbit Ace LTE is a new kids wearable brought to you by Google. It’s the first ever connected smartwatch designed to get kids off the couch, and into the chicken-space-race. Yeah, that’s a thing. With 4G LTE and a gazillion games, kids are always close to home, and never far from fun. Google approached us to build a brand and design system around Ace LTE’s four core attributes that speak to kids’ zest for life, and the independence they long for: Bold, Playful, Weird and Lovable.
VERBAL SYSTEM
Fun is infectious, and so is language. Having eaten our metaphorical veggies by getting our strategy sorted, we were able to move onto dessert where we let our inner-children loose across messaging pillars, voice-in-action examples, and usage tips.
Our MO was to keep our language bold, clear, energetic and imaginative. And we differentiated the tone across our two audiences: moms and dads needed to be reassured about the benefits of gaming as movement, and for kids, it was all about keeping the focus on fun.
We also partnered with the team on a systems naming exploration, crafting a set of key names for integral product moments, sets, and characters.
(Don’t forget to say hi to your eejie—your customizable in-game avatar—they love that).
A Special Thank You
High fives all round to the amazing Ace team, particularly Nat Beaconsfield, Elliot Burford, Curtis Flanagan, and Anil Sabharwal, who have been the most incredible partners since 2022.
Another huge shout out to the incredibly talented external partners who helped bring this work to life:
Tonje Thilesen—Photography
Kuhl + Han; STEL Design—Device renders
Kuhl + Han; Nexus Studios—Campaign video