About the Author
Luis Fitch Founder and Creative Director - UNO Branding In 1999 Luis Fitch founded UNO Branding as an independent company to be a new kind of Hispanic branding and creativity company partnering with clients and other agencies in all communications disciplines. Luis Fitch's career has spanned more than 32 years of branding with a unique focus on Hispanic strategy and design. At UNO Branding, he s deeply engaged at every step of a project and has lead award-winning branding efforts for top Fortune 500 companies. His no-nonsense approach and deep appreciation for the creative process and final product have helped him become one of the most sought-after Hispanic creative consultants. Fitch s work includes brand and corporate identity and design development for leading retail companies such as Target, Best Buy, Macy s, Nike and Nash-Finch. His understanding of how design and culture affects consumer attitudes has led to many ideas executed in design as well as advertising. He has guided the design component of significant integrated programs for Kimberly-Clark, PepsiCo, Sunny Delight, Very Fine Juices, Josten s, General Mills and MTV Latino. His prevalent work is profiled in international design and marketing publications around the world. His work has been awarded by the prestigious Peter Glen Special Award for Public Service, highly recognized by the Retail Advertising & Marketing Association and was featured in Graphic Design USA 500th Issue Special People to Watch.