Luis Fitch points out that nearly 50 percent of the United States population is Hispanic, but there is incredible diversity among Spanish-speakers and varying degrees of acculturation. UNO’s FiltrosTM system is a tool for businesses to understand their market via a set of filters that describe how these audiences see the world. Fitch gives specific examples from his firm’s branding work, and warns that if executives continue to ignore the unaccultured audience, their companies will be missing out on decades worth of brand impressions and loyalty.
An esteemed Hispanic creative director, Luis Fitch has lead award-winning branding efforts for top Fortune 500 companies including Target, Mervyn’s, Frito-Lay, Nash-Finch Company, Josten’s, Kimberly-Clark and MTV Latino. His work is profiled in international design and marketing publications around the world and has been awarded by the prestigious Peter Glen Special Award for Public Service, and was featured in Graphic Design USA’s 500th “People to Watch” issue, in 2006. Fitch is a proud member of the Advisory Council on Diversity for AIGA Minnesota.