FITCH was appointed by the Doha Asian Games Organising Committee (DAGOC) and their communications partners to create a distinctive “look and feel” for the 15th Asian Games held in Doha 2006. The aim of the brand communications was to reflect the unique combination of traditional Qatari culture with the country’s modern visions and ambitions.
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When Fisher hired FITCH to sort out its brand structure, we had a lot of work to do. For 85 years, they had been developing three categories of business—broadcasting, property management, and flour mills—none of which had a visible relation to the other.
While each category of business had been successful, none were adding to the value of the whole. The organization had difficulty promoting strong, coherent brand messages to its customers and target markets.
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