After extensive experience in web design agencies (first as front end developer, then Designer), Fitch is where I acquired a deep appreciation of the fundamentals of Brand and Design and invaluable experience in its application.

With an enviable pedigree in Retail, Brand and (physical) Product Design, Fitch—then located in London’s famous Smithfield Market—was fast entering the online space when I was hired as Senior Interactive Designer. 

Unlike the new breed of digital agencies, experts in technology but lacking in user-centered design expertise, at Fitch we started with the user experience and worked back towards the technology that made it happen. 

Impact

• Interaction Design best practices brought to new online brands.
• Cross-functional team building, incl. engineering roles
• Several global brands (established and new) launched online