Marking up type
The text element of all design jobs used to be treated in just the same way as any illustrative elements, as it was supplied on bromide and cut and pasted onto board as ‘camera-ready-artwork.’
To reach this stage, designers estimated the extent of the text when typeset in a certain typeface, size and leading, then sent the hard copy out to typesetters who returned it in ‘galley’ form.
Any colour was marked on a trace overlay, as were all other instructions relating to the print. Client corrections beyond this point were almost unheard of, as once printing plates were made, the cost of changes was prohibitive.
Selling to the salesman
Working for Alex Lawrie Factors (part of Lloyds Bank) was a high point in the early years. We actually met when they came to sell their invoice factoring services to me, and they were so impressed by our work that they appointed us as their agency.
This account reminds me of just how radically the business has changed over the years. At this stage we were pure ad agency, and along with the creative we planned strategy, bought and placed media and briefed their PR agency. We never did use their factoring services.
Expansion through synergy
Alongside the design consultancy, we also ran other related businesses in the 80s.
One of these ventures involved importing and distributing technical drawing instruments, with a direct mail subsidiary as well as trade sales.
We designed and produced all the promotional material in-house, including brochures, ads and posters.