UP by Jawbone

Copywriter: Nick Hughes

UP is a band you wear that, along with an app, tracks your activity, sleep and eating habits. The idea is that you can better change unhealthy habits by first tracking and quantifying them.

I worked with Thread and Jawbone to figure out the voice of UP. Once we had that figured out, I wrote literally hundreds of “insights” for every possible scenario that could arise based on the data gathered by the band. This was a crazy process because everything was happening on the fly. Major elements were changing right up until launch day.

Thanks to the UP band, I was able to gather concrete scientific data telling me that while working on this project I sat for too long, ate like crap and didn’t get enough sleep.

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