Fitch Ratings
The Why? Forum
Agency
Addison / Sia
The Client
Fitch Ratings is a leading global credit ratings and research organization, providing investors and market participants with independent insights into credit risk. The Why Forum is a thought leadership initiative exploring the forces shaping global finance, economics, and investment strategy, bringing together analysts, economists, and industry experts to share perspectives and foster dialogue.
The Ask
The Why? Forum was a two-part initiative spanning a digital platform and a annual live event. The website positioned The Why? Forum as a destination for forward-looking insight, showcasing Fitch as the most progressive of the major ratings agencies through articles, video, and interactive data. In parallel, the annual forum required a flexible event system, including an ultra-wide keynote and supporting materials, all adapted to new locations while remaining cohesive, polished, and unmistakably Fitch.
The Role
Played a significant role in the design of both the digital platform and live event experience. Contributed to the visual development of the brand, collaborated closely on the website design, and was deeply involved in creating event assets including environmental graphics and a tightly choreographed keynote. Partnered with event planners and stakeholders to ensure consistent, polished execution across every touchpoint.
The site served as a central hub for events, live streams, post-event content, and thought-provoking articles, videos, and interactive data visualizations. Designed to showcase Fitch’s insights and position the company as an industry leader, the fully responsive site delivered a seamless experience across devices while maintaining a clear, polished brand presence.
The second Why? Forum event took place in an actual castle, where the team transformed the space to fully host the conference. From environmental graphics and printed materials to digital signage, every element was carefully designed to reflect the Fitch brand.
The keynote, designed for an ultra-wide screen, served as the centerpiece of the Why? Forum event. Advanced animations and transitions were crafted directly in Keynote and carefully choreographed to the run of show. The design emphasized clarity and impact, making complex content engaging while reinforcing Fitch’s authoritative, forward-looking brand.
In addition to the keynote, the Why? Forum event included a wide range of supporting materials, from environmental elements like gobos and banners to printed collateral including invitations, programs, and branded napkins. Digital marketing assets were also developed to promote the event and maintain a cohesive brand experience across all touchpoints. Each piece was carefully designed to align with the overall visual identity and elevate the attendee experience.
