The word Fitzroya is from the Fitzroya cupressoides tree, an ancient species of evergreen found only in Patagonia. The tree was named for Captain Charles Fitzroy -- the man who brought naturalist Darwin to Argentina: a trip which culminated in the publication of The Origin of Species. The name Fitzroya was chosen in honor of this tree as an emblem for Darwin’s first encounters with the land and people of Patagonia.
In choosing Fitzroya as our name we hope to capture some of the inspiration and sense of adventure that characterized these encounters. We appreciate the tree as a symbol for the interaction of cultures. In working with companies to help them develop themselves as brands and reach new markets, we act as cultural decoders: translating and positioning their brands in often unchartered territory.
Formed in 2009, we collaborate with individual clients to help them optimize their brands through the combined services of our different parts. We work exclusively with high-end brands, and seek to develop close relationships with our clients founded on mutual understanding and frequent contact.
Fitzroya operates across a broad range of industries including cultural and digital brand strategy, creation and positioning; website and application design; and publishing. Our tribes work seamlessly together to develop innovative communication and marketing solutions for our clients.
Fitzroya currently has representatives in countries around the world, and has a particularly in-depth understanding of the Latin American markets. For this reason, working with Fitzroya could also be seen as a way to redevelop and expand your brand in foreign markets.
Fitzroya helps companies develop their brands by relying on the expertise of the specialized companies that comprise the nation. By performing as an articulated entity, we create and manage client projects without the information-sharing, accountability or legal complications that often accompany working with different agencies. For this reason, we consider our unique business model our greatest advantage.
Fitzroya is a platform, upon which we hope to build and expand in the future to incorporate new tribes with whom we can align under a common vision. This vision would include remaining true to Fitzroya’s roots by preserving the company’s micro-culture structure and unique business model.
