Art show celebrates decade of work by UNO creative director Luis Fitch
Luis Fitch makes sure marketers’ messages don’t get lost in translation. Fitch founded the UNO Hispanic branding agency in Minneapolis in 1999. A gallery exhibit opening Thursday at Metropolitan State University will celebrate a decade of his work. The Mexican-born creative director previously worked for agencies including Fame, a division of Martin Williams, and John Ryan Group, which specializes in branding for banking. Fitch started UNO after seeing U.S. Census figures that confirmed what he already knew: that the U.S. Hispanic population was surging in terms of size and purchasing power.UNO does some work in Mexico and Latin America, but its focus is on the U.S. Hispanic market, which is incredibly diverse, as Fitch recently explained to a new client: “They wanted to go after the Latino market, and we said, well, which Latino market?” UNO uses a method called Filtros (or “filters”) to better define who a client is seeking to target. The branding strategy will vary depending on things such as language, religion, and country of origin. Much of the agency’s work involves in-store retail displays or package design. It also helps local advertising agencies adapt their campaigns for Hispanic audiences. The company has five employees, along with a circle of freelancers. Clients include local Fortune 500 companies such as Target, General Mills, and Nash Finch.