Geoff McFetridge

Geoff McFetridge is a graphic designer and visual artist based in Los Angeles. He was born in Calgary, Canada and received his BFA from the local Alberta College of Design. Geoff continued his education at California Institute of the Arts in Los Angeles, receiving his MFA. In 1996, Geoff founded his own design studio, Champion Graphics. He also worked as the art director for Grand Royal Magazine from 1995 – 1997.
The breadth of Geoff's work covers designs for magazines, posters, t-shirts, textiles, motion graphics and advertising as well as film production. In his most recent work for HP, Geoff created a motion graphics piece about nanotechnology that is embedded with amusing inside jokes that only nano-scientists will understand. For the rest of us less nano-minded, we can delight in the visual pleasure of his graphics.
Most of his projects begin with writing or sketching, which he then tries to simplify down to one statement, written or visual. Yet through this reductive process, none of the narratives are lost. The naivety of his work and narratives prompts us to look deeper, they provide a space for us to get lost in and engage our own imagination the way we used to when we were children. His work explores the essence of simplicity in its most sophisticated form.
Most of his work, stems from a personal space, a childhood memory or an attempt to capture a particular emotion or idea, all reduced to its most essential and understandable visual form.