In our ongoing series, we're taking you inside the Icelantic
headquarters, allowing you to meet the folks who create the
magic of the award winning Icelantic AT Boards. This week,
we meet up with Travis Parr, Icelantic's head artist.
Recognition and fortune is the ultimate goal of most artists,
but few achieve success by the age of 26.
Artist and Icelantic At Boards co-owner, Travis Parr and I
talked about the business of art, the evolution of his
illustrations and running a business with your buddies.
Cassi: How did you get involved with Icelantic?
Travis: I had two opportunities [after college]. The school
placed me in a job working for this company called IGT.
They're the major company that distributes and makes slot
machines in the world.
They hired me to kind of design the concepts of slot machines
and I refused the job to go work with Ben Anderson [a buddy
from Clear Creek High School] in Colorado to get this
Icelantic AT Boards going, so I could be part owner of it,
instead of just being a little monkey down the chain, lets say.
Cassi: He called you?
Travis: It was crazy how it developed. He first started calling
me about names and stuff. You know he was just honestly trying
to get his ski up to par, I guess. So I don't know, we just sat
there and talked for a while and finally came up with Icelantic
and then I came up with the One Degree Celsius branding.
Honestly we were just talking on the phone at first, I was
still in school, and then I moved out to Colorado and just
kind of sealed the deal on the whole trade marking, and
marketing, and the whole image of the ski company.
[I] just kind of polished it all art wise for him. And then, you
know, it just kind of has developed into what it is today. I'm
about to start 6 top sheets in a couple months for the 08-09
series. It just kind of keeps going and going and going. Like,
I'm starting to art direct now, and be the head artist, and take
on all the visual roles that this company needs to portray by
hiring other artists. Or doing it myself.
Cassi: How many artists do you have working under you?
Travis: I wouldn't say I have anybody working under me.
I mean I get freelance artists to come in. That kind of keeps
it fresh, so I'm the only one really in the company doing it,
but if I want another vision of something that this other artist
can do, that lets say, I'm a little too busy for it, then I
just find them and hire them.
Cassi: What projects do you hire freelance artists for?
Travis: Like tee shirts for the first year. I'm kind of looking
for a graphic designer right now. I can take on the graphic
design for this year, but for the years to come I'm just kind of
keeping my eyes out for people that we can just splice into
this, that way they can do all the graphic design for us.
Cassi: Who have you worked with thus far?
Travis: I gotta kind of keep it classified. Some people are
working for other companies. Just artists. I'm living in Laguna
Beach right now, next to [Laguna Beach College of Art and Design]
that I graduated [from], and there's just fresh style coming out
of there every year.
So, hopefully in the long term, you know, I'm going to have like
competitions for those kids to kind of get a little launch in
their careers -- like it did for me.
Cassi: Did you and Ben have similar visions of how the company
Travis: It pretty much just started off when we were talking on
the phone; we were kind of just brain storming it up. He had his
first ski, and I was telling him that he should do like the
roots. Go back to like the Arapahoe Indians which kind of
migrated in Evergreen back in the day, and have that guy
represent on the top of your ski. [We] just worked these kinds
of philosophies around it, like this is where he's coming from
with the ski, instead of just putting a pretty graphic on it.
It was an evolution.
We hope your summer is starting out awesome! Be sure to check
out Parr's online world at http://www.parrstudios.com/. Stay
tuned in a couple weeks for part 2 of the Travis Parr interview,
where he'll talk about the inspiration behind The Scout, and
Peace and snow,
P.S. -- Feel the love. Icelantic apparel never goes out of
Check it out! http://www.icelanticboards.com/apparel.htm
P.P.S. -- Who is this Cassi? The "Cassi" who interviewed Parr
is Cassi Clark. She has written extensively about the sport of
skiing, as well as business, history, and playing house. See
more of her stuff here: http://www.onsnow.co.uk/
Copyright, Icelantic LLC, 2007
Leave a comment