Fletcher built up a rewarding range of freelance clients. Among them, Novartis Campus, a large compound of pharmaceutical research and development buildings near Basel in Switzerland. Assuming responsibility for the visual identity of the project, he designed both two-dimensional material and environmental graphic features. As consultant art director at Phaidon, he not only set high design standards for its art, architecture and design books, but worked with a generation of younger designers as well as to tell his design story by publishing his own books.