The Way We Work
Understanding and Collaboration
It’s a collaborative process that takes us closer to your brand, closer to your consumers and focusses expertise from across our business.
The quality of our work is a direct result of the authenticity of our insights. By understanding, to the point where it becomes intuitive, how a brand looks, sounds and feels in any situation, we’re able to match brand expressions to consumer behaviours and create a real and lasting dialogue that doesn’t so much reflect as inform and influence consumer culture.
The Work We Do
EXPERIENCES AND TOUCHPOINTS
Our work is all around you—in airports, museums, shops, public spaces; on websites and blogs; at the checkout, in the street, on the airwaves.
At each and every touchpoint, we are translating brand into experience and experience into compelling memories. As our clients look to express their brands through more—and different—channels, so we’ve broadened our thinking into a truly coordinated and joined-up approach that draws inspiration from the widest spectrum of cultures, behaviours and trends.
It is the breadth and depth of our understanding that gives us real influence. Our philosophy is to use that influence responsibly—and that means creating brand experiences that derive from a true understanding of consumers’ hopes, fears and aspirations.
THE EFFECT WE HAVE
POWER LASTS 10 YEARS, INFLUENCE LASTS 1,000
We stay true to our values by regularly taking a closer look at the effect we’re having on the world around us. And the first thing we try to establish is whether our effect is exerting a genuine influence or we’re just flexing our design muscles in public.
It’s an important distinction. After all, power lasts 10 years, influence lasts 1,000.
But influence in itself is not the ultimate measure of our success. Influence can be a word in your ear, a gun to your head, a groundswell of opinion, a shining example, a bribe, an idea that seizes the collective imagination, an invention, a manipulation, a threat, an inducement or a mandate.
The influence FITCH exerts is deliberate, but it’s not done in the pursuit of design immortality, vanity or leadership status. We’ve no desire to be a name emblazoned on the sides of “designer” sunglasses.
The influence we want to have—the legacy we want to leave—must be to deliver lasting, positive change. Something that makes a real difference to both the consumer and the brand. Something that delivers bottom-line benefits from top-line thinking.
FITCH sets out to influence the world for the better through design solutions that meet consumer needs. We design for the masses, not the few—that’s why our work is all around you.
By putting the consumer at the heart of everything we do—and by putting ourselves in the place of the consumer—we’re able to create design solutions that meet real needs by providing something experientially better. We create consumer experiences that fire the imagination, tap into hidden desires, heighten aspirations and give consumers control of the choices they make. We create consumer experiences that motivate consumers to come back for more—and keep coming back.
And that’s the yardstick by which we measure our effect on the world and our success as a brand communications business.