It’s 30 years since Michael Peters set up his first design group, which at its peak in 1989 produced an annual turnover of £45 million. He went on to found brand specialists The Identica Partnership in 1992. ‘Identica was a big challenge for me. I wanted to see if I could do it again,’ says Peters, finding it far more exciting than his former, larger company.
‘If you have a passionate interest in the business like I do, you can’t help being motivated and enthusiastic all the time. Every client has a different problem.’
Peters began his career as a letter artist apprentice in the days before Letraset. ‘The thing that saddens me is that the craft has gone out of the business because I grew up with that. The thing that hasn’t changed is my commitment to creativity. We don’t let technology get in the way.’ He wouldn’t like to be a young designer today. ‘It’s tough to start out now. You need great business and marketing skills, as well as creative skills. I might want to be in movies or TV [instead].’ He looks back with pride on his many clients over the years, such as British Airways, the BBC and The Conservative Party.
His one regret was the decision to take the Michael Peters Group public. Now 59, Peters is happy to go on for some time yet: ‘I get great excitement from being involved in great creative work… I wouldn’t know what else to do.’