Fitbit

CREATIVE DIRECTOR / 2016–19


Design and creative leadership, strategy, and interactive design for Fitbit’s global marketing creative team reporting to the CMO. Responsible for fitbit.com including a complete website redesign, lifecycle marketing, print & POS, eCommerce, event marketing and social. Creative direction and mentorship for a 30 person creative marketing team. Cross-functional product collaboration and design systems advocate. 

Fitbit.com reimagine was a ground-up rethink of the Fitbit website for the modern era. The entire site including homepage, product pages, and navigation with was redesigned for product launches and awareness with an eye for testing & optimization and introduced the first component design system for easy of deployment and maintenance via a robust CMS.

Check it out at: fitbit.com

Design director: Kyle locke
Creative director: Dani Naboulsi
Agency: Code and Theory 

Digital strategy & product storytelling, creative direction, design, launch events and social for marketing launches on fitbit.com and across channel. Performance enhancements and eComm strategy in collaboration with analytics and performance directors.

Interactive Creative director: Kyle locke
Creative director: Dani Naboulsi
Design: Fitbit Creative Labs

Design direction and UX strategy for a complete reimagining of the fitbit.com cart and checkout experience focused on efficiency, ease-of-use and conversion with global considerations.

Design director: Kyle locke
Designers: Marina Guerra, Kyle Locke

Product Launch Strategy —

Design direction for new product launches across all channels. We created guidelines for internal designers and stakeholders to assist in  delivering quality and consistency in marketing assets.

Design director: Kyle locke
Creative director: Dani Naboulsi
Design: Fitbit Creative Labs

Design direction for organic and sponsored social media assets. FCL collaborated with Fitbit content and social teams to create relevant and entertaining posts that celebrate health and fitness and Fitbit’s unique audience.

Creative director: Kyle locke
Copy director: Dani Naboulsi
Design: Fitbit Creative Labs, external partners

Worked with internal and external teams to pitch and produce 360° marketing campaigns for key seasonal events that drive revenue across all channels.

Interactive Creative Director: Kyle locke
Creative Director: Dani Naboulsi
Photo Director: Kristin Brewer
Design: Fitbit Creative Labs