the bug that didnât bite
The Millennium Bug came and went without much drama.
The banks stayed open, hospital equipment kept working and, despite some wonderfully imaginative predictions, zoo animals remained safely behind their fences.
Technology, however, continued to move at an astonishing pace.
Satellite navigation became part of everyday life, although it wasnât always as intelligent as advertised. There were genuine reports of drivers following their Sat Navs straight into lakes.
It felt like a fitting start to a decade that would change both technology and my own career.
in the mortuary
Early in the decade I found myself back at CFP (Colin Fitzpatrick Productions), just off Kensington High Street
Colin was one of those rare people who combined enormous creative talent with genuine kindness. He looked after his team, made work enjoyable and attracted an extraordinary list of clients, including Christian Dior, the World Gold Council, Legal and General and the Department of Trade and Industry.
There are so many stories I could tell about Colin…
Perhaps theyâre best left in Kensington.
Colinâs studio occupied a converted basement that had once been a mortuary. Somehow it became one of the most creative places Iâve ever worked. Photoshop was evolving rapidly, and we seemed determined to discover everything it could do.
Among the projects I remember most were presentations and launch materials for Dior during the âPorno Chicâ era and, later, the âHeroin Chicâ campaignsâa snapshot of fashion history that would soon give way to changing cultural attitudes.
One image on this page shows a Dior sales presenter produced on CD-ROM, which at the time felt wonderfully futuristic.
first foray into the SME world
The team’s first deep dive into SME branding came with the relaunch of Morley and Scott, a well-established accountancy firm with a 70-year heritage. The project involved a full repositioning effort, culminating in a London event at the Piccadilly Club hosted by Ian Hislop, where John McCarthy was a guest speaker.
The result? A growth leap from ÂŁ5 million to ÂŁ8 million in turnover within a few years-before the firm was acquired by one of the Big Four. This experience sparked a passion for helping SME clients harness the power of brand transformation.
building SME expertise
That success led to further work in the sector. Morley and Scott introduced the team to B P Collins, a prominent law firm in Gerrards Cross. A new identity was developed-complete with an expansive signage system to cover the firmâs three street-facing buildings.
The identity has endured the test of time and continues to serve the firm-now in its 18th year.
a broader stage: British Standards Institution
The team also continued to work on larger, international projects, including the global repositioning of the British Standards Institution (BSI). The challenge? The organisation felt it had outgrown its name-it wasnât solely British, didnât just offer standards, and didnât want to be perceived as a bureaucratic institution.
The solution started one evening in the studio with a set of Kitemark swing tags-small items that made a big impact. The platform was adopted across channels and proved enduring.
- Kitemark Marketing Toolkit: Designed to help Kitemark holders promote their credentials.
- ISO 9001 â The Blue Box: A visual platform photographed entirely on-site at BSI Product Services in Hemel Hempstead, using real staff.
- BSI Global Brochure: A multi-language brochure, delivering key messages in seven languages.
âbish, bash, Bosch!â
That was nearly the tagline when Bosch explored a possible collaboration with Vinnie Jones to promote its professional-grade power tools, known as Bosch Blue.
While Vinnie didnât make it into the final campaign, the team delivered several successful projects, including:
- Bosch On-site Extra â A deals-driven newspaper for trade professionals.
- Vehicle Liveries â Designed for the fleet delivering tools and newspapers to sites across the country.
Rotozip, Dremel, and Travis Perkins
Bosch sub-brands Rotozip and Dremel kept the studio busy with campaigns and packaging work until the financial crash of 2007â08 abruptly reshaped the commercial landscape.
Another notable client during this time was Travis Perkins-a strong and rewarding relationship that, like so many, was cut short by the credit crunch.
Networking
and the SME Community
In 2008, John joined Trafford Enterprises Business Networking. At the time, the decision seemed modest-but it proved transformative. The group provided not only business opportunities but genuine community. Relationships built there helped deepen the studioâs expertise in the life sciences and education sectors.
Today, more than 17 years later, the team continues to be proud members-and are honoured to have designed the Trafford Enterprises brand identity itself.
âPaying it forwardâ wasnât just a phrase. It became a practice-and a principle.