Design guru Michael Peters launches new agency

Peters said the time of global mega-branding-agencies had come and gone. Michael Peters & Partners is a small tight-knit team, headed by Peters and staffed by design leaders.

The agency will invest in smaller, high potential businesses with lower budgets, as well as helping larger organisations rejuvenate established brands.

Peters said: "There has never been a better time to leverage the undeniable power of brands: times of economic austerity have always produced the best creative work."

Peters set up his first consultancy, Michael Peters Group, in 1970 and floated it on the London Stock Exchange in 1983. He became identity consultant to the Conservative Party, working closely with Margaret Thatcher as well brands including Penhaligon's, Carling, Johnnie Walker and Russian Standard Vodka.

He was awarded the OBE for services to design in 1990 and in 1992 he founded his second agency Identica.