Hayden Currie

Fitbit Akua’Ba

Fitbit, in partnership with University of Ghana Medical Center, was working on an educational manual for women in Ghana to better monitor their health during pregnancy. The maternity mortality rate in Ghana is comparatively high due to a variety of factors including poor access to healthcare services and delay in seeking care. Fitbit enlisted the help of Lauk Haus to better illustrate the value of using smart devices to regularly monitor vital signals during pregnancy. My role on this project was to define the visual direction, ideate the concepts, and execute the illustrations. 

Role

Creative Direction, Illustration

TeAM

Krystal Lauk (Creative Director)
Hayden Currie (Illustrator)

OVERVIEW & PROCESS

Fitbit was acquired by Google in 2019. As an autonomous offshoot, Fitbit wanted to retain the “simple” vector illustration style of Google but with modifications to appeal to the target audience. Since the content accompanying the illustrations were related to health, human figures were depicted with “realistic” body proportions and facial features. Other deviations from Google’s brand illustration style included the addition of textural strokes and Ghanaian-inspired patterns. Ghanaians also have a strong sense of community and socializing outdoors is common. Although the illustrations depict solitary, personal activities, I felt that introducing elements that hint towards public or communal spaces was important to capture Ghanaian culture.

Sketches

Pregnant women participating in the health program through the “Akua'ba Study app,” were provided with an educational manual depicting usage of the device to monitor vital signals. Aiming for a high participation rate, illustrations had to demonstrate correct usage and also seem “quick and easy,” fitting well into their current lifestyle. I sketched expectant mothers using the Akua'ba app on their Fitbit or smart phone while going about their daily activities, such as walking, shopping, and speaking to support staff.

Color Palette

Inspired by Kente cloth, I choose colors that had symbolic meaning to Ghanaian women during pregnancy. Shades of yellow and gold represent fertility and preciousness. Green symbolizes growth and renewal. Purple depicts feminine energy, while blue represents love and harmony. Skin tones swatches are from the Monk Skin Tone Scale used by Google.

Final deliverables

After swift approvals from Fitbit and the University of Ghana Medical Center, I finished the illustrations with textural brushes and patterns. I added props to depict the characters in communal, public settings to depict the lifestyles of Ghanaian women.