Part 10 – 1980s Growing Through Recommendation

Client recommendations

The ICI account came about through our work with Scientific American, who ran their ‘Innovators’ campaign.

To handle the pan- European work generated by ICI, we had to create associate offices, primarily with editorial staff, in Paris, Milan, Frankfurt and Barcelona. We just lost out to Saatchi on the re-brand of ICI worldwide, something that I still have not quite forgiven myself for.

As time went on, companies drifted away from having all their creative work done in London, and country-specific campaigns were increasingly seen as the way forward.

Our work for ICI was truly international; we commissioned translation and typesetting in each country and coordinated the production of a great many publicity items across the European market.

Setting the standard

Nielsen-Bainbridge is the world’s largest frame and mount-board manufacturer, operating in many markets. Fortunately for us, their European headquarters was, in the 80s, based in London.

Working with a manufacturer with such market dominance allowed us to lead the industry in design terms, charting new areas where competitors would have to follow. Understanding and highlighting unique features of a manufacturer’s products is a key part of a consultancy’s brief.

We endeavoured to make their trade advertising do a far bigger job than simply broadcast product information. It had to be intriguing, interesting and distinctive. At the time our work was praised as highly innovative – just the sort of thing a market leader should be doing.

Advertising to promote Aluminium framing as it appeared in the trade press.
Advertising and promotional material for Bainbridge’s wide range of coloured mount boards
Promotional material for Bainbridge’s wide range of coloured mount boards was designed to cross over to the consumer when used in framing outlets

My journey as a graphic designer, an introduction

Part 01 – 1960s In the Beginning: Undergraduate work

Part 02 – 1970s The Royal College of Art & The Advent of Colour

Part 03 – 1970s Starting Out in the Real World

Part 04 – 1970s My First Major Client

Part 05 – 1970s More Than One Man

Part 06 – 1970s Striking It Lucky

Part 07 – 1970s Embracing Ground-breaking Techniques

Part 08 – 1980s Changing Roles for Designers

Part 09 – 1980s Our First Technology Client

Part 10 – 1980s Growing Through Recommendation

Part 11 – 1980s The Dream Client

Part 12 – 1980s Moving into Corporate Design

Part 13 – 1990s Ramping Up the Workload

Part 14 – 1990s Graphic Design goes Global

Part 15 – 1990s A Steep Learning Curve

Part 16 – 1990s Working for The Nation’s Favourite

Part 17 – 1990s The Challenge of the Future

Part 18 – 1990s Picking up the Crumbs

Part 19 – 1990s Vested Interest

Part 20 – 1990s Setting the Standard

Part 21 – 1990s Still Growing after All These Years

Part 22 – 1990s New Business from Old

Part 23 – 1990s Keeping up with Demand

Part 24 – 1990s A Full-Service Consultancy

Part 25 – 1990s Into the Unknown

Part 26 – 2000s Learning New Tricks

Part 27 – 2000s Lifestyle Publishing Moves on

Part 28 – 2010s and Now…