Nike Fuel & FuelBand (2009-2012)Experience design, consumer research, product development, prototyping, art direction, branding.
The development of Nike’s FuelBand was a collaboration between many people both in and outside of Nike. I was fortunate to work on the project from its inception through its go-to-market pre-release in collaboration with Nike’s Digital Innovation, Brand Innovation, and Digital Sport teams. My involvement included creating the first sketches and prototypes of the product, defining product features and experience, writing product manifestos, art directing the development of the app-based interface, and developing branding and marketing concepts, including the NikeFuel logomark.
Shown are some initial prototypes and concept screens along with key images of the final consumer product and experience.
The FuelBand experience was awarded four 2012 Cannes Lions—Titanium Grand Prix, Cyber Grand Prix, Gold for Integrated Communication, and Silver for Mobile Innovation—and became the reference point for an entire category of wearable technology.