On their site Identity Matters, corporate identity consultants Fitch present their vision on their own work field. They started this in 1992, I’m not quite sure how early this was in the agency’s career.
This publication serves them in many ways, particularly:
- they contribute (quite forcefully) to the public debate around the work they do
- they are in a position to influence the agenda in that debate
- they ensure that all the work they do “for free” has as much impact as possible
One may consider that Fitch helped shape the perception of the work that they do: they ensured that the products and services they deliver are assessed according to their own criteria.
The web design and development world has several such voices already. At this moment, I believe however that only Adaptive Path has got a comparable clout, in our younger business.