Bruce Rounds’ journey into the world of storytelling and design began in his childhood, deeply influenced by his father, a veteran journalist. His father’s passion for journalism ignited Bruce’s curiosity and shaped his understanding of how stories can transform through visuals and narratives. Bruce reminisces, “Watching his commitment and passion planted the seed for my own creative path,” highlighting the foundational lessons he learned about the significance of storytelling.
Though Bruce chose a different trajectory from journalism, he found his niche as a creative specialist for Fiji Airways, where the values of integrity and respect for storytelling continue to resonate in his work. He emphasizes that media goes beyond merely producing content; it holds the power to create meaningful connections.
In his role, Bruce’s typical day is a dynamic mix of concept design, photography, and coordinating with brand guidelines to ensure creative consistency. His morning begins with reviewing upcoming editions of The Fiji Times, where he plans photoshoots and finalizes visuals for multiple platforms. He aims to uphold the airline’s brand integrity while injecting innovative ideas into a modern context. “My process is about balance,” he states, indicating his commitment to creating designs that are both contemporary and reflective of Fiji Airways’ identity.
One notable project Bruce recently completed was a feature series for The Fiji Times that honored the airline’s dedicated staff, from engineers to ground crew. He views design as a vital connection that unites teams with the community, capable of inspiring and fostering pride. “A single image or layout can carry the pride of a nation,” he asserts, underscoring the capacity of storytelling in media to inform and unite communities.
Bruce further draws inspiration from Fijian culture, infusing cultural elements into his designs. He aims to project Fiji’s identity in every project, whether incorporating traditional motifs or emphasizing sustainable practices. “It’s about designing with heart so that our culture shines through,” he explains, acknowledging the challenge of resonating with diverse audiences while staying rooted in Fiji’s essence.
Through his work at Fiji Airways, Bruce Rounds champions authenticity and cultural pride in storytelling. His ongoing efforts to craft narratives through design reflect a deep commitment to showcasing Fiji’s spirit on an international platform. His creative journey is a blend of his father’s legacy and the rich Fijian culture, illustrating the transformative power of heartfelt storytelling in the design world.