We helped Blatand GmbH hone in on the quintessence of their innovative Bluetooth GPS hip belt with a comprehensive brand strategy process to ensure the efficient positioning of the product.


Fitdget is a community-based training and tracking system for running and other endurance sports. The tool includes an online service, software for mobile phones, and a Bluetooth GPS hip belt. Our task was to formulate, design, and develop the brand and to derive a product strategy that would attract not only the core target group but also appeal to a wider audience. At the start of the process we analyzed the market segment and identified the strongest competitors. Based on this research we then developed a unique concept that effectively distinguished Fitdget from similar products.


We were responsible for Fitdget's strategic development and its graphic concept and design, including naming the brand, creating a strong product claim, and designing the logo.