one of geoff's pillows In keeping with the Los Angeles design tangent, let's move on to Geoff Mcfetridge.  Mcfetridge has gained notoriety in design with his use of in-your-face graphics, basic shapes, bold colours, and heavy lines.  The transplanted Calgarian has had his own design company called Champion Graphics for a number of years now, with clients ranging from ESPN to Marc Jacobs.  Geoff is a part of the Director's Bureau with Mike Mills, Sofia and Roman Coppola, as well as the recently added Shynola.  Whoa mama.

What kind of stuff are you working on right now with Champion Graphics? Do you think you'll branch out into other mediums?
I am directing a commercial this week, while also doing an album cover, and designing a set of Toys for Japan. A shoe I am designing for Nike is being prototyped right now. It is always a mix, but is seems to get more extreme as time goes on.

How did all of you guys in The Director's Bureau meet up? 

I met Mike Mills years ago, when I helped him on the Harriet the Spy titles. I called him when I needed help with a video. I have been friends with Sofia and Roman for a long time too.

What do you add to TDB? What does Shynola add to it? 
Shynola are great, they are for real... I am not sure what I add. I don't think I have found what exactly I add in the world in general. I am concentrating on humour based projects, and simple animation. Animation is fun, but large companies like Shynola do it best. 

Do you guys plan on collaborating on a Mega-TDB project?

I like the Mega project idea.  I will work on that.  

Do you plan on doing more shirts with 2K? are you still doing some graphic design with X-Large?
Yeah. More 2k and I am going to do an ad campaign for XL. It should be fun.

What was it like after the dissolution of Grand Royal magazine?
That was tough, I left with the editor Mark Lewman. We sort of had to leave. We handed it off to a new group of people who did 2 more issues. It was time to leave, but we were just about to do some really good work I think.

geoff's feature in gas magazineWhat is your opinion on being called the Joseph Frank of the 21st century?
That's nice! I am not sure what I am though, time will tell. Joseph Frank is clearly Joseph Frank, and has become Joseph Frank over time. I have benefited a lot from being associated with lots of different people and scenes. People have written about me in magazines. Over time all that will clear away, and there will be perspective on what I do, and what relevance it has. I think it will be good. But we will have to see.

Are there any projects that you won't do?
Yeah. I turn down dumb concepts and boring ideas. I have turned down projects for the Gap, and Burger King and Urban Outfitters for different reasons.

Are you where you want to be in terms of your career?
Yes I suppose. I am always changing things. I have an employee this week, for the first time, so that is a big deal. I am not sure if I like it, but I am trying it out. Things are pretty good though, projects get better, and I think so does the work.

And the infamous Barbara Walters question: if you were a tree, what tree would you be?
A Birch Tree. They don't get too big, have cool white bark, go through all the leaf loss cycles... also they have that root system right? That connects them all. That's got to be nice.

Check out http://www.championdontstop.com, http://www.thedirectorsbureau.com for more information on Geoff.