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.
What 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.