FITCH

About / Our Process

DISCOVER DEFINE DESIGN DELIVER

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INTRODUCTION

OUR PROCESS ACTS AS AN INVISIBLE FACILITATOR…

…applying strategic rigour to bold thinking and allowing us to develop creative ideas that we know are relevant.
Too much process can be restrictive to the free flow and application of original ideas. Not enough is a recipe for creative self-indulgence and subjective judgement from everyone.
The FITCH process is both a series of checks and balances and a direction to follow—a direction that leads us to previously undiscovered truths about the brand and the consumer.

THE FITCH 4D PROCESS

THE 4D PROCESS EXISTS TO HELP US FIND BETTER SOLUTIONS…

…and focus our understanding of consumer behaviours around you—the brand.

We call our process 4D for reasons that will become obvious. It’s not alchemy. It’s not science. Nor is it pseudo-science. In fact, it’s a combination of commonsense, intellectual rigour and focussed creativity that leads us to new insights about the brand, the consumer and the unique language they share.

Our clients tell us that our process—our methodology—is characterized by thoroughness, attention to detail, intelligence, experience, originality and collaboration.

We work with brands and consumers to find, explore and develop those connections and narratives that promise to change behaviours for the better.
We don’t impose our will, or indeed a house style, on any project. We don’t arrive at a brief with preconceptions or ready-made ideas. We don’t do anything just for the sake of it. We want to end up at a place where every solution brings a set of distinct and remarkable Experience Signatures to the fore.

This is how the 4D process works:

DISCOVER

This is all about information gathering for the purpose of arriving at transformational insights. We look at trends, behaviours and perceptions. We investigate audiences and their motivations. We immerse ourselves in the brand and the societies it populates. We add perceptions born of experience to research-derived insights to create a balanced understanding.

DEFINE

Here we develop hypotheses, test themes and workshop creative platforms. Our objective is to define—collaboratively—a creative brief that we know will lead our thinking in the right direction. This will be supported by a brand and experiences platforms.

DESIGN

FITCH is a global design consultancy, which means we face outwards, towards consumers. Wherever in the world you encounter FITCH, you’ll find an environment, culture and values that are optimised to foster focussed, intelligent creativity—Bold Thinking. To us, design is about making emotional, intellectual and physical connections. It’s not just about Photoshop.

We encourage our people to understand the cultural and historical dynamics of design and, consequently, we know that we have a wider responsibility to take the discipline forward—to set new and higher standards and to encourage and develop emerging talent.

DELIVER

We design real-world solutions and have been doing so for more than 35 years. The big ideas we bring to life are all around you—they’ve been built, drawn, printed, written and put online—from Russia to Ghana, and from architectural design to POS expressions. Our ideas are designed to be implemented, to be built, and they form part of an integrated, practical brand communications toolkit. The proof of our delivery is everywhere you look, everywhere you experience a brand.