Executive Creative Director since 2014, Alasdair directs the creative output for FITCH’s studios.
Over the last few years, Alasdair has led FITCH to win awards at Cannes Lions, LIAs, Eurobest, World Retail Awards Store Design of the Year and Retail Week Interior Awards: Design Team of the Year. He has judged at Cannes Lions 2015, Interiors Chairperson at Design Week Awards 2016, Brandrepublic Digital Awards and D&AD New Blood.
He contributed to FITCH’s research into Gen Z Shopping: How to design for the constant state of partial attention, and 'A Very Black Friday' opinion-piece. Alasdair also speaks regularly at conferences across Europe, including Eurobest, Popai, Euroshop and recently Goafest in India. He has contributed articles and opinion to the BBC, Sky, Marketing Week, Contagious, Design Week and Retail Week.
Alasdair joined FITCH as a junior environmental designer in the late nineties. While working his way up, he evolved a broad spectrum of design skills and a well-worn passport. He can bring a brand's unique personality to life across all points in the customer journey and solves complex commercial and strategic challenges for international clients including adidas, Vodafone, Hamleys, Diageo, UBS and Apple.