The Ace team came to us with an immensely exhaustive amount of research done on the category, the hardware, the audience, and the tech. They laid an incredible foundation for us to use as a jumping-off point going into creative.
To position Fitbit's Ace LTE as the 'exciting alternative to traditional and sedentary gaming experiences' (and the coolest new thing at school), Koto focused its strategy for Ace LTE around the limitless fun of its immersive games, encouraging 'play for play's sake' and the benefits of movement in and out of the device.
Their brand strategy 'Because it's fun', became the springboard for the design of all of Koto's brand touchpoints. Playing off of Google's creative avatar characters, the team developed a custom typeface called 'Eejie-type Sans'.
The Ace LTE wordmark embraces 'a 'zoomy' perspective reflecting the activated nature of children on the go', Caroline says.
[
Collection
]
[
|
...
]