Project Description

Event branding for the American Institute of Graphic Arts (AIGA)

Event Branding for the AIGA national design conference closing party at the Walker Art Center in Minneapolis, MN.

The Event branding for the American Institute of Graphic Arts (AIGA)

Visual audit analysis and equity asset research. They are asking audiences what the client brand and competitive brands mean to them also

They are asking about the graphics, trying to understand what resonates with consumers.

All along, they are looking for ways to ground the creative work by incorporating the consumer’s perspective into the process.

For understanding the Hispanic market is at the heart of his business. Fitch is the founder of Minneapolis-based a.

Trade show design for Teasdale Foods leading branding and design agency dedicated to building brands that connect with Hispanic consumers.

Their first step is always to understand the demographic.

Before sketching or designing, designers are seeking out audience

Trade show design for Teasdale Foods From there, they are able to determine not only the needs of the audiences also

they are serving, but also the context and meaning the product or services. “We want to know what is the latest trend and what’s in their heads,” says Fitch. “That’s what our clients want.

It’s more than making it look authentic or making it look Mexican… It’s ‘What is the next big thing?’”

UNO takes an ethnographic approach much of its research. “If you don’t go out to the streets and ask also

you won’t find it,” says Fitch. Fitch and his team  interviews and focus groups, and they even go to consumers’ houses to see how they live with and use the product.

Sometimes the people they talk with even help UNO develop the product.

Hispanic culture, they create mood boards that inspire and help the design team focus on the audience’s particular cultural language, based on their level of acculturation.

Facts as a reminder for the design team by helping them discover not only new things about audiences also

but things they might have forgotten or things they were not aware of, and more importantly, things that they can combine with the U.S. culture.