Coinciding with the company going public, I worked in-house with the Fitbit creative team to evolve their overall identity and better reflect the brand’s growth and maturity in the marketplace. Along with streamlining assets for consistency and ease of use, the diamond mark was made more iconic — conveying movement and forward momentum — and a custom typeface created from which the logotype was crafted.


Client: Fitbit

Direct Collaboration

Role: Concept, Design, Type Design, Art Direction






Sean Michael McGrath

© 2017 Sean Michael McGrath. All Rights Reserved.