Fig

When Fig set out to create technology products designed for a values-driven audience, the opportunity extended far beyond launching another device. The company had a clear mission: to help people stay connected to what matters most by offering thoughtfully designed phones and media devices that prioritize family, community, and intentional living. What they needed was a brand capable of turning that mission into a movement.

Our partnership began by defining the foundation of the Fig brand and translating its purpose into a cohesive identity system. From visual language and messaging to packaging and customer experience, every element was developed to reinforce a simple but powerful idea: technology should serve people, not distract them from the moments that matter.

As the product line expanded, we created a scalable brand architecture that could support an evolving ecosystem of devices. Individual product identities, naming systems, packaging programs, and marketing campaigns were developed to ensure each launch felt distinctive while remaining unmistakably part of the Fig family. This approach allowed the brand to grow rapidly without sacrificing consistency or recognition.

The experience extended far beyond the products themselves. We designed and developed Fig's digital presence, creating a platform capable of educating customers, supporting retail growth, and communicating the brand's mission at scale. Integrated campaigns were deployed across digital advertising, social media, out-of-home placements, billboards, transit advertising, retail environments, and promotional materials, establishing Fig as a recognizable presence throughout the communities it serves.

To further strengthen the brand's connection with its audience, we produced original photography, commercial content, and large-scale creative campaigns that brought Fig's story to life. From lifestyle imagery to music video production, every piece of content was designed to communicate the emotional value behind the products rather than simply their features.

Recognizing that community was central to the brand's success, we also created Fig Family Day—a standalone experiential brand developed to support retail grand openings and community engagement initiatives. Complete with its own identity system, event experiences, promotional materials, merchandise, and activations, Fig Family Day transformed store openings into family-centered celebrations that embodied the company's mission and reinforced its commitment to strengthening connections beyond the screen.

Today, Fig has evolved from an emerging product company into a category-defining brand with a fiercely loyal customer base and repeated sellout launches. Through a combination of strategic positioning, disciplined brand building, integrated marketing, and immersive customer experiences, we helped create a brand that resonates not simply because of what it sells, but because of what it stands for.

The result is more than a collection of products. It is an ecosystem of brands, experiences, and communities united by a shared belief that technology can help people focus on what matters most.