Growing up, Bruce Rounds was constantly inspired by his father.
His dad, a veteran journalist, triggered Bruce’s interest each time the young boy visited his father at work.
“I was fascinated by how stories came alive through visuals and words. Watching his commitment and passion planted the seed for my own creative path,” Bruce said.
“It showed me early on the power of storytelling, and I naturally gravitated toward design as a way to express and connect.”
While Bruce’s path did not follow his father’s trajectory, he chose to channel his own talents into his current role as a creative specialist for Fiji Airways.
“Although my father’s career was in a different area of the media, his influence runs deep.
“He taught me the importance of integrity, discipline, and respect for the story values that I carry into every Fiji Airways project.
“His legacy reminds me that media isn’t just about creating content, it’s about creating meaning.”
Bruce’s typical day at work involves dynamically balancing concept design, photography, copy alignment and approvals.
“I often start with reviewing upcoming The Fiji Times spreads, coordinating shoots with different departments, and finalising visuals for PR and digital platforms.”
His focus is on ensuring creative consistency and brand integrity.
“I always start with brand guidelines as a foundation, then look for opportunities to bring in fresh perspectives.
“My process is about balance, keeping the design modern and engaging, while ensuring it feels undeniably ‘Fiji Airways’. Feedback loops with the PR and leadership teams help refine that balance.”
His most recent project at work The Fiji Times Saturday’s feature series.
“It was meaningful because it showcased our people, from engineers to ground staff, in an authentic way. Capturing their pride and contribution reminded me that design isn’t just visual, it’s a bridge between our teams and the world.”
The most significant lesson he has learned about the power of media and storytelling through his work as a designer is that the media can shape perception and inspire belief.
“A single image, headline, or layout can carry the pride of a nation. At Fiji Airways, I’ve seen how storytelling does not only inform but also unify and inspire.”
Apart from his father, his biggest creative inspiration is the Fijian culture itself, which Bruce says inspires him daily.
“From our masi and patterns to our traditions of warmth and welcome, I incorporate this by weaving cultural elements into layouts, photography, and design systems, ensuring that our identity always reflects home.”
He says designing for the national airline is unique because it involves multiple audiences, from staff to international passengers.
“The challenge is creating designs that speak across cultures while staying true to Fiji’s voice.
“Unlike other roles, every piece must represent not just a company, but a nation.”
In terms of translating the Fijian culture and spirit into visual designs, Bruce infuses every project with authenticity.
“Whether it’s capturing staff with natural smiles, using Fijian motifs, or highlighting sustainability efforts, the goal is to reflect the true spirit of Fiji.
“It’s about designing with heart, so that our culture shines through naturally.”
