We aim to reach out to our target audience mainly through emotional appeal.

8BAND will emulate Fitbit’s branding while reflecting our core idea, ‘Your Reliable Assistant’.  We intend to impart values such as convenience, reliability and efficiency to reiterate how caregivers can rely on our product for their caregiving needs. 8BAND also upholds family values such as love and compassion, bringing families closer with the features provided. This shows how the product aids caregivers in taking care of their bedridden loved ones.

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We hope to engage our audience emotionally by using real images and a personalised tone in our advertisements for a greater impact. 8BAND’s values will be demonstrated in all our artefacts, such as the app interface, where minimal design has been used to make it user friendly, emphasising on its convenience, reliability and efficiency. Thus, 8BAND will have a gentle approach rather than Fitbit’s bold positioning.

The logo, colours and typeface used resembles Fitbit’s aesthetic. This is deliberately done to draw associations with Fitbit, making 8BAND more reputable.