Will business acumen make it beyond the local pub?

I read with interest the profile of Dave (Features, DW 16 October), the alleged blueprint for the consultancy of the future. I was intrigued by its different approach and tried to look at its website, but to no avail.

It is a branding group without a visible website. Dave wants to project its individual personality, but there are literally thousands of Daves out there – as can be witnessed on any search engine.

In addition to this, Dave uses a typewriter font, 1960s graphics, vulgar copylines and beermats to promote itself. Its style is ‘laddish and earthy’. It seems to me the

founders just got drunk in the pub one night.

Is there really a market for this basic laddish attitude to design, or is Dave predicting/ shaping the sad society of the future?

Adrian Shaughnessy says ‘Give it a shout: it will be fun’. Is he having a laugh?

Karen Powell

The Creative People

Thames Ditton

Surrey KT7 OBH