Case Study: Fitbit achieves wearable category leadership with NewDealDesign

Fitbit sold 75 million units and launched a $2.5B IPO with NewDealDesign

The customer Fitbit faced a challenge in a market dominated by clunky medical devices and masculine fitness trackers. Their goal was to shift from a technical gadget to a more engaging and approachable product, specifically one that was female-friendly. The vendor NewDealDesign partnered with them to develop their brand, strategy, and visual design language.

NewDealDesign's solution was the creation of a modular "pebble" architecture, which allowed for a system of interchangeable bands and accessories. This design approach resulted in a family of iconic and beloved wearables. As a result, Fitbit sold 75 million units, became the recognized leader in wearables with 80% market share, and had a successful IPO valued at $2.5 billion.

Fitbit