Fitch - An AoT Design Case Study

Agenda:

6:30 - 7:00 Networking Beer & Pizza

7:00 - 8:00 AoTDesign Case Study from Uri Romano

8:00 - 8:30 More Pizza and networking!

Developed for recreational anglers, Fitch is a completely autonomous fishing drone, allowing users to easily cast their line beyond any obstacle and reach distances far beyond what's possible with a casting stroke.

Founded last year and scheduled to launch soon, Fitch partnered with Zemingo to bring their vision to life. Using the company's vast experience in designing and developing mobile solutions for IoT products, Uri worked to achieve a clear and consistent experience for users between the physical product, the digital product and the typical fishing experience that they're used to.

We will review how the branding phase of the process ended up affecting decisions from business strategy to user experience, industrial design and more.

About Uri Romano

Uri is the Creative Director and a founding partner at Yellowtale, currently managing its New York office. With over 13 years of experience,he specializes in developing brand and visual identities and turning them in compelling user experiences. He has worked with a broad array of clients including start-ups, such as Interlude (eko) and Tracx, and enterprises, including iHeartMedia and FLIR Systems.Prior to the launch of Yellowtale in 2014, Uri was the creative director and co-founder of Nine Graphic Design, aboutique creative design studio. He has also previously worked at McCann Erickson in brand design and Y&R Interactive in digital design with clients such as Unilever and Volvo.

Uri studied InteractiveMediaat the the Pratt Institute in Brooklyn and Visual Communication at the Shenkar College of Engineering and Design in Tel-Aviv, where he also serves on the board of the school's American committee. His work was published byGestalten, IdN, Novum, and he mentors at the NYMediaCenterby IFP andthe Adobe Design Achievement Awards' program.

Hope to see you there!