FITCH Bold Book

Context

We wanted to produce a highly visual, thought provoking
book, and series of posters, that would celebrate our new
brand positioning.

The challenge was to find an interesting visual metaphor that described a philosophy and an approach to what we do and how we do it.

Solution

We started with the thought that creativity is often elusive, mysterious and magical. The wizard is the creator, the caster of spells and the catalyst for inspiration. And of course he’s hairy. Really hairy. In fact the hair kept growing, and growing until it took on a life of its own. I personally really loved the freestyle idea generation with John Slade, the slightly dark, but brilliant illustrator on this project. We ended up with a really quirky document, that, whilst doing its given job, also allows your own imagination to read into the story being told.