Born in England and raised in Canada, Vince Frost joined Pentagram London in 1989 and just three years later was their youngest Associate at 27. In 1994 he started his own studio, Frost Design, creating award-winning work for clients from The Independent newspaper to Nike. In 2003 Vince relocated to Sydney Australia, from where he now runs his 25+ creative studio â€“ working on anything from postage stamps to magazines, identities, TV advertising, online and the built environment. He continues to work for a range of international clients, including D&AD’s magazine Ampersand, as well as Warner Music, Macquarie Bank and Sydney Dance Company. Frost’s work was the subject of a retrospective at the Sydney Opera House from January to March 2006, and will feature in a major design exhibition at Sydney’s Powerhouse Museum in late 2006. Frost’s work is also documented in a 500-page book Frost*(sorry trees), spanning more than a decade of award-winning projects. A member of CSD, D&AD, ISTD and AGI, Frost’s work has been acknowledged with many awards including golds from the New York Society of Publication Design, D&AD silvers, and other awards from the New York and Tokyo Art Directors’ Clubs. In 1996, he was awarded Designer of the Year at the Chartered Society of Designers and shortlisted for the BBC design awards. He recently won three 2006 awards from the Society for Environmental Graphic Design.
You have had experience in practicing design in several environments and different countries now. What makes a good client?
ONE THAT UNDERSTANDS YOUR APPROACH TO PROJECTS AND IS HAPPY TO COLLABORATE WITH YOU TO GET THE BEST RESULT
What are some key characteristics of a good designer?
PASSIONATE, DETERMINED, QUESTIONING, RELENTLESS, PERFECTIONIST, POSITIVE, DEDICATED, INQUSITIVE, COLLABORATOR, FAST, THOROUGH, CLEAR THINKER. OPEN
What are some key elements of running a successful design studio?
UNDERSTAND THE POWER OF THE BRAND. AND A DESIGN COMPANYâ€™S IDENTITY IS AS IMPORTANT AS ANY OF YOUR CLIENTS. ITâ€™S VERY IMPORTANT TO CREATE AN ENVIRONMENT THAT IS CREATIVE, PRODUCTIVE AND PROFITABLE. A LESSON I LEARNT VERY EARLY ON WAS THAT GRAPHIC DESIGN IS THE SELLING OF IDEAS AND DESIGN. ITâ€™S A SERVICE THAT HELPS BUSINESSâ€™S PROFIT, COMMUNICATE AND GROW. IT IS A BUSINESS NOT ART. BUILD A STRONG TEAM (FAMILY) AROUND YOU WHO WORK AND GROW TOGETHER.
Who’s opinion is more important? the client’s, or yours?
What expectations do you have of yourself?
I NEED TO CONTINUE TO GROW AND LEARN. TO EXPERIENCE NEW AREAS OF WORK. TO WORK OUTSIDE MY COMFORT ZONE AND SURVIVE. TO BE SUCCESSULL IN FINDING SOLUTIONS THAT IMPROVE PEOPLES LIVES. I WANT TO BE A GOOD FATHER AND LEARN FROM MY MISTAKES. I WANT TO BE HAPPY AND FIND A BALANCE IN MY LIFE.
What differences have you found in the design industries from country to country?
VERY LITTLE. ITâ€™S THE SAME SERVICE HOWEVER… LANGUAGE CAN BE AN ISSUE OR NOT UNDERSTANDING CULTURAL SUTTLETIES CAN BE A MAJOR PROBLEM.
What has inspired you recently?
SUNSET OVER TAMARAMA BEACH.
Thanks for taking time-out for an interview. Did you have breakfast this morning?
YES, 3 WHEATABIX, A BANANA AND SKIMMED MILK, 3 FISH OIL TABLETS AND A SKINNY LATTE
Is there anything you’d like to vent about?