Wyatt Turner
Copywriter, Friend Enthusiast

Fitbit Ace LTE

Because It’s Fun

Fitbit Ace LTE is a new kids wearable brought to you by Google. It’s the first ever connected smartwatch designed to get kids off the couch and into the chicken-space-race (yeah, that’s a thing). With 4G LTE and a gazillion games, you’re always close to home, and never far from fun. Google approached us to build a brand system around Ace LTE’s four core attributes – Bold, Playful, Weird, and Lovable – that speak to the zest of childhood and the dream of independence they long for.

And while fun is infectious, so is language. After getting our strategy sorted, we were able to move onto dessert, where we let our inner-children loose across messaging pillars, voice-in-action examples, and usage tips. Our MO was to keep our language bold, clear, energetic, and imaginative—differentiating the tone across our two audiences: parents who needed to be reassured about the benefits of gaming as movement, and for kids, it was all about keeping the focus on fun. We also partnered with the team on a systems naming exploration, crafting a set of key names for integral product moments, sets, and characters. (Don’t forget to say hi to your eejie—your customizable in-game avatar—they love that).












Work created at koto.studio under Creative Director Caroline Fox