Growing up, Bruce Rounds was profoundly influenced by his father, a veteran journalist who sparked his curiosity for storytelling from a young age. Every visit to his father’s workplace ignited a fascination in Bruce, as he observed how stories transformed through visuals and words. “Watching his commitment and passion planted the seed for my own creative path,” Bruce reflected, emphasizing that early lessons on storytelling’s power shaped his talent for design.
Although Bruce did not follow in his father’s journalistic footsteps, he found his calling as a creative specialist for Fiji Airways. His father’s influence remains strong in his professional life, reinforcing values of integrity and respect for storytelling that he brings to every project he undertakes. “Media isn’t just about creating content; it’s about creating meaning,” he noted.
Bruce’s typical workday involves a dynamic blend of concept design, photography, and ensuring creative alignment with brand guidelines. Starting off by reviewing upcoming spreads of The Fiji Times, he coordinates shoots and finalizes visuals for various platforms. His goal is to maintain brand integrity while infusing fresh perspectives. “My process is about balance,” he explained, ensuring that the design remains modern and engaging, yet unmistakably representative of Fiji Airways.
One of his recent projects, a feature series for The Fiji Times, was particularly meaningful, as it showcased the dedication of the airline’s staff, from engineers to ground staff. Bruce sees design as more than just visuals; it serves as a bridge that connects teams with the wider world, fostering unity and inspiration. “A single image or layout can carry the pride of a nation,” he remarked, underlining how storytelling in media informs, unifies, and inspires communities.
Alongside his father’s legacy, Bruce gains inspiration from Fijian culture. He integrates cultural elements into his designs, striving to reflect Fiji’s identity through every project, whether using traditional motifs or highlighting sustainable practices. “It’s about designing with heart so that our culture shines through,” he emphasized, acknowledging the unique challenge of creating designs that resonate with diverse audiences while staying true to Fiji’s essence.
Bruce’s approach to his role at Fiji Airways exemplifies the importance of authenticity and cultural pride in storytelling. As he continues to shape narratives through design, he exemplifies a profound commitment to celebrating the spirit of Fiji on a global stage. His journey is not only shaped by his father’s influence but also by the rich culture he embodies, showcasing the potential for heartfelt storytelling in the realm of design.