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 1995. In 1996, Geoff established Champion Graphics his own graphic design studio in Atwater, California.

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 withamusing 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. One of our favorite designs is a pair of high-tops that Geoff designed for nike. The retro-80s high-top is meant to be ripped apart to reveal the messages and graphics beneath.

Geoff's work is infused with irony, humor, sadness and imagination that challenges an audience at the most visceral and emotional level. It attempts to manipulate the way people look at and understand the objects that surround them. For example, he displays posters in a gallery as a work of art and then de-empahsizes their value as artworks by hanging several in a row using binder clips.

 

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Most of his projects begin with writing or sketching, which he then tries to simply down to one statement, written or visual.In his own words, Geoff "uses design to logify ideas.Yet through this reductive process, none of the narratives are lost.His narratives offer us a space to get lost in and engage our own imagination the way we used to when we were children.

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.