- Reconciling Local Identities with Global CultureToday, brands are becoming increasingly pragmatic in their efforts to go beyond boundaries and further heighten consumer engagement. Jimmy Kmeid, Design Director at FITCH, explores why the identity of a brand goes far beyond its logo, as he stresses on the importance of redefining brand identity in a modern context and creating local relevance whilst sustaining global resonance.
- The Importance of Play Transforming the Consumer ExperienceFitch, a leading global retail and brand consultancy, transforms and accelerates business success by combining the physical human and digital elements of a brand to create unique experience signatures. They are driven by the objective to translate their understanding of consumer choices and trends into strategic platforms that help clients develop profound and impactful brand expressions. Shaghig Anserlian, Associate Design Director at FITCH, who took the stage at Dubai Lynx 2015, spoke with ArabAd about the future of brand design, the importance of play and how the ever-evolving nature of technology is affecting the way brands communicate with consumers.