new
perfectholiday’s Senior Principle, Bryan Fisher interviewed
in Communication Arts / Insights – 07.20.10
Playing One-Nighters for Gas Money
As creative director and owner of perfectholiday brand design Bryan Fisher
works to define new genres of modern branding. Perfectholiday is most driven
by what’s next in the fine art of design, communication and tastemaking and its
experience has brought creative direction, design and core experience with a
youth-minded approach to ad agencies and brands such as McElroy Commun-
ications/FCB, Young & Rubicam, Quiksilver, Roxy, Volcom, Vans, PACSUN,
Salt Optics, Mountain High Resort, DC, Burton, Gravis Footwear, Boost Mobile,
Oakley and many others. Bryan’s work has been recognized by leading design
competitions and magazines but his latest life venture—parenting his two
sons—has created a quantum leap of fresh perspective to the creative process
and human relationships.
CA: If you have a degree in what field is it?
Fisher: BFA (with honors) in art direction and graphic design from Art Center
College of Design in Pasadena, California.
CA: Which designer (or design studio), other than yours, do you most admire?
Fisher: So hard to say one in particular, but some notables are Paprika
(Montreal), Frost Design (Sydney), Sagmeister Inc. (New York), Buero
(New York), why not associates (London), Winkreative (New York), AMEN.
(Montreal).
CA: What’s the strangest request you’ve received from a client?
Fisher: A client recently asked me to “make the logo smaller”; that was a bit
odd and refreshing. We were also asked, by another, to design a wallpaper for
the client’s home kitchen. You just never know what’s going to be in the next
e-mail—and I guess that’s the beauty of this profession.
CA: If you weren’t working as a designer what would you be doing?
Fisher: A chef, architect or a clothing designer. Or still drumming in garage
bands—probably playing one nighters for gas money and drinks and crashing
on random sofas.
CA: What well-known identity is most desperately in need of a redesign?
Fisher: Google. Funny, we use it everyday, and have become immune to it,
but it really isn’t a great mark. Although, at this point, I can’t imagine it being
anything else. It’s just Google. I just wish it was clean Helvetica Neue 95 Black
upper lower case with one nice tweak on it.
CA: From where do your best ideas originate?
Fisher: Experiences from life, intuition and probably lack of time. Also the
well-trained ability to blatantly underthink problems/solutions. I think
having kids helps you keep your perspective, see the world in fresh new ways
and not overthink things.
CA: How do you overcome a creative block?
Fisher: Get away from it and do something else. Tricking my mind, by
engaging in another task, seems to allow the subconscious to marinate and
find solutions on its own. And I try to never sit down to the computer with
-out a pencil-rough of an idea.
CA: What’s your dream project (not client, but project)?
Fisher: I think I’m living my dream project—a life that is designed to my
liking yet fluid and always evolving. Other than that, I’d like to be commiss
-ioned to do a coffee table book of boutique hotels around the world. Come
on… to travel and be surrounded by good design and good photography.
What else could anyone want?
CA: Do you have creative outlets other than graphic design?
Fisher: The skate/art scene in Los Angeles is quite good at times. I’ve just
co-curated a street art show in Mexico City, called concreto 2, that was an
amazing experience. I’ve discovered how rewarding it can be connecting
artists with new audiences and experiences. Looking forward to two more
shows in 2010. Playing music is an incredible outlet; I love the way that
you can’t help but be “in-the-now” when playing music. Nothing else does
it for me, other than maybe surfing or snowboarding and a couple of other
things that I probably shouldn’t mention here.
CA: What’s your approach to balancing work and life?
Fisher: Wrong person to ask.. I’m not so sure I’m very good at it. But who
really is? I think everyone who has a family constantly struggles with
balance. I do know that as I get older and more experienced I have an
easier time of not taking this business too seriously and to laugh and have
some fun along the way. There may be deadlines, but no one dies.
CA: What product/gadget can you not live without?
Fisher: My iPhone and the way a BMW feels on the road.
CA: What’s your favorite quote?
Fisher: “Winners are simply willing to do what losers won’t.”
—Million Dollar Baby
CA: Do you have any advice for people just entering the profession?
Fisher: Develop really thick skin, and be nice. Don’t look around at other
designers or their career paths or styles. You’ll eventually find your own
and begin to carve your own path. Work hard and stay patient. Be a generalist
not a specialist. Set the brand tone not the six-point catalog type.
CA: What’s one thing you wish you knew when you started your career?
Fisher: That relationships are everything in this business; without them,
no design solution will ever see the light of day. Aside from that… QuickBooks.
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perfectholiday teams up with Deborah Schwartz of DSREPS
on their 2010 promo – 07.2010
perfectholiday had the pleasure of working with Deborah Schwartz of DSREPS
on its 2010 promo piece, identity and website.
The concept of the oversized promo (18”x 24”) was a “mobile art show,” in
which 12 posters shipped along with binder clips in a customed designed
gatefold reusable box.
The limited and coveted promo set off a bit of a frenzy as art buyers from top
the 200 global ad agencies struggled to keep their copies from getting lifted.
Success.
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PACSUN teams with perfectholiday for new summer POP campaign
perfectholiday concieved, designed and art directed the PACSUN “Summer 2010” window and instore program. A three day shoot with photographer Dan Monick was also concieved and art directed by perfectholiday. The photo shoot utilized top athletes from surf and skate brands as well as street models. A summer print campaign was also created and featured.
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perfectholiday in CA 2009 Design Annual!
perfectholiday featured in Communication Arts 2009 Design Annual
A distinguished panel of jurors selected 208 winning projects from 7,092
entries submitted from 55 countries. And, perfectholiday is proud to have
winning work for SALT. OPTICS and Gravis Skateboarding selected for
inclusion. Cheers.