We positioned Fitbit Ace LTE not as a smartwatch or a console, but as a gameband—an alternative to the usual gaming that turns movement into play. Anchored by the brand idea Because It’s Fun, the positioning celebrated play for play’s sake, while delivering the benefits of activity. Built around four attributes—Bold, Playful, Weird, Lovable—the strategy balanced dual audiences: showing parents the health advantages of “gaming as movement,” while letting kids focus entirely on fun.

The design system draws from the watch’s distinctive squircle form, using it as a flexible module that prioritizes fun and weirdness over convention. At its core is Eejie Sans, a custom typeface inspired by in-game avatars and band design—bold, oversized, and full of quirks from the Bit Valley game world. The visual language embraces the absurd, celebrating everything from chicken-space-races to swimming through supermarkets with talking dolphins.

The brand system extends from product interface to sustainable packaging, with halftone illustrations inspired by in-game collectibles to reduce reliance on full-color printing. Applications speak to the two audiences, systems-naming for product moments, and characters (like customizable Eejie avatars), and campaign materials that highlight the joy and weirdness of the gameplay. Modular by design, it adapts across every touchpoint while maintaining the irreverence of Because It’s Fun.

Fitbit Ace LTE redefined activity for kids by making it feel like gaming—fun first, fitness second. The brand breaks free of traditional health-driven marketing, appealing to children’s instinct for play while reassuring parents about balanced screen time and active lifestyles. In doing so, Google carved out a new category where gaming is good for you, becoming an innovative player in the growing kids’ wearable market.