EXECUTIVE CREATIVE DIRECTOR, FITCH, NEW YORK NY
Based in New York, Alasdair directs the creative output for FITCH’s North American studios. As lead creative for the region, he is further evolving the firm’s branding and digital capabilities to complement their existing award-winning retail and architectural studios. Alasdair joined FITCH 20 years ago as a junior environmental designer, and has moved his way through the ranks while broadening design skills and collecting a few stamps in his passport. He has extensive experience in both strategic and creative assignments for a wide variety of clients, including Starbucks, Apple, Miele, McLaren, Target, Nespresso, Adidas, M Local, BP, Tesco, and Enterprise. Alasdair has led FITCH to win its first Cannes Lions, as well as London International Awards and World Retail Awards Store “Design of the Year.” He has judged Cannes Design Lions, chaired the Interiors Jury at the Design Week Awards and judged at the Brandrepublic Digital Awards and D&AD. He regularly speaks at conferences, and has written articles and opinion for the BBC, Sky, Marketing Week, Contagious, Design Week and Retail Week, among others.
WHERE WERE YOU BORN AND WHERE DO YOU LIVE NOW?
I was born in Great Britain and now I live in Greenpoint, Brooklyn.
DID YOU GO TO DESIGN SCHOOL?
Yes, Exeter School of Art & Design, UK and Universidad de Barcelona Art & Architecture, Catalonia, Spain.
LEFTY OR RIGHTY?
Fully dyslexic… so I am not entirely sure!
MORNING PERSON OR NIGHT OWL?
FICTIONAL OR HISTORICAL CHARACTER YOU IDENTIFY WITH?
ARE YOU MUSICAL AND/OR PLAY AN INSTRUMENT?
Show Dog by Nike founder Phil Knight
Heat – 1995
FAVORITE TV BINGE WATCH?
FAVORITE SOCIAL MEDIA PLATFORM?
Couples Therapy with Candice and Casey Neistat
FAVORITE FINE ARTIST?
FAVORITE CHARITY OR CAUSE?
Male mental illness
FAVORITE FREE TIME ACTIVITY?
Exploring mountains or small remote islands
1960s classic diver’s watches
WHICH AREA OF GRAPHIC DESIGN IS GROWING THE MOST?
GREATEST STRENGTH/WEAKNESS AS A DESIGNER?
Strength: Emotional intelligence Weakness: Procrastination
ADVICE TO A YOUNG DESIGNER JUST STARTING OUT?
Find yourself a mentor, listen and learn
IF YOU WERE NOT A DESIGNER, WHAT WOULD YOU BE?
Rare breeds cattle farmer
A MANTRA OR SAYING YOU LIVE BY?
“This is not a job for a grown man…”