Vince Frost
Creative Director/CEO, Frost Design
"If Sydney was...a typeface..."
Sydney is not a typeface. It is handwriting, like the curves of the coast line.
A Sydney-based graphic designer on global renown, Vince Frost's creative studio in Surry Hills works on anything from postage stamps to Ampersand magazine to Nike campaigns to Warner Music to Sydney Dance Company. His hero is Franklin Gothic.
What inspires you?
Collecting letters in different typefaces inspires me. I like to joke around that my obsession with typefaces came from a steady diet of Alphabet soup at a young age. The letters I have collected over the years are all over the studio.
Outdoor space
For me, inspiration comes when my mind wanders and when I stop worrying or trying to control life. My favourite walk is the Bondi to Bronte Cliff walk. The energy is oozing out of the natural collision between the pounding turquoise sea and the lace-like sand stone. The best time to do this is at 5.45am. The other day I went out with my kids on a friend's yacht. We sailed silently around the harbour with a totally new perspective of our lives on the land. It's so easy, in Sydney, to feel alive with such natural and abundant beauty. I now want to learn how to sail in order to experience that feeling on a regular basis - it's addictive.
Cafe
I always try to stop for poached eggs and a soy latte at the Bogey Hole Café in Bronte. Sit in the bay window facing back to the beach and pinch yourself: you are so lucky to be here.
What element of style does Sydney have that the rest of the world needs?
I think Sydney has a wonderful relaxed style. It's not pretentious or showy as Melbournians continually proclaim. People seem comfortable and relaxed with their lives. The air and light is easy and invigorating. Even the tropical downpours are dramatically beautiful and cleansing. Two weeks ago I walked tiredly off the long flight from Sydney to London emotionally hit by an insipid concrete sky devoid of colour and life. The feeling was oppressing and heavy. A feeling I have not had in Sydney, ever. Having been in London judging typography for D&AD [an industry standards authority for Advertising and Design in London for which I'm the President] for the last two weeks, I miss the positive energy the big sky and the warmth of Aussie sun on my body. Sydney is the best city in the world, but don't tell anyone.
Who in your sphere is an up and coming Sydneysider to watch?
Anthony Donovan, an associate, good friend and one of my design directors. We've worked closely together on several important projects including the Sydney Opera House and projects for Tourism NT.