Carrying Fitbit's trust into a new name.

Repositioning an established brand is about much more than a new name or visual identity. Fitbit came with deep equity and loyal users; Google Health came with an AI-powered coach, a new subscription and a new product. Both had to feel like one promise.

• Product positioning and narrative positioning to build trust and positive sentiment
• Customer segmentation and key selling features
• Brand personality on social
• Content strategy, launch calendar and creative briefs
• Trusted voices, including Stephen Curry and Bryson DeChambeau

Keep Fitbit's long-built trust at the center, and introduce Google's AI-powered health.

Post-launch, I developed monthly social-first content strategies based on market trends, product evaluation and the cultural conversation.