Fitzco

Vis Id
Illustration
Brand Collateral

In January 2020, Dave Fitzgerald bought back the company that he founded in 1983. Fitzco, formerly Fitzgerald & Co, merged with McCann Atlanta in 1998 and remained under the IPG umbrella for 22 years. After Fitzco’s independence day, there were a lot of questions. “Who are we?” was a big one. Consultants came in to give a fresh perspective on the brand’s repositioning. They held workshops, and interviewed clients and employees.

The biggest takeaway: Fitzco and its employees deeply care about the work, the clients, the people.
 
This resonated with some repositioning work that we floated around a year prior. Give an F’. How could we communicate the same sentiment in a way that felt more client-friendly?

While creating the new system, we sought to reclaim  the independent spirit of Fitzco. We shed any remnants of the sterile or the corporate, and instead, aimed to create a system that felt relatable.

Inspired by their DIY approach, the illustration style is a collage of photography, texture and quick hand-drawn sketches. It's offbeat, approachable, and most importantly - accessible. With the amount of content creatition that goes on within the walls of Fitzco, they needed a style that could be adapted by any AD or designer.

A warm, inviting color palette paralells Fitzco's optimistic, familial culture.