Fitbit's Backstory

Outdoor Walk


Make "Fitbit Premium" a visually compelling experience that leads to real health results for people around the world.

Target Audience

20 million active Fitbit users who wanted further guidance on how to lose weight and live a healthier life.


Create a royalty free image library of 200 visual assets that could be used globally and leveraged by UX design and marketing teams for 3-5 years.


Final Photos

App Experience

Success Metrics

  • Leveraged 90% same vendors as marketing team and produced photos at 30% decrease per photo by creating new production processes and increasing efficiency. 
  • Product, design and marketing teams loved all photos
  • Photos are still being used by Google post Fitbit acquisition today

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