Good design’, says Sheila Marshall, creative director of Isis Design Group, ‘is invisible.’ 

Standing in her compact studio in Perry Barr, Birmingham, it’s not immediately obvious what she means. The walls are covered with photographs, leaflet proofs and layouts of work in progress; there are shelves of packaging mock-ups and completed work. Every workspace is busy with the technical and artistic paraphernalia of an up-to-date design practice. The sheer range of Isis’s work speaks for itself. For behind each logo, each banner, each pack design is an entrepreneurial success story – not Isis’s own, although that too is impressive – but that of the businesses the group has worked for.

 ‘We aim to really get under the skin of the people who engage us. Our job is to draw out your business’s personality, to convey its individuality. Think of it as the clothes your business wears, its haircut, its choice of music.’ But what does that mean in practical terms? And does it come with a Gucci price-tag? ‘Well’, says Marshall, ‘the first thing we’d do is to sit down with a client and get to know their business, understand their customer base and how they currently communicate with it.’ And no, it doesn’t come with a massive price-tag. 

‘We understand, as a small business ourselves, that costs not only need to be controlled, they need to be transparent. So we will quote at the outset, agree a fixed price, and will stick to it unless the brief changes.’ ‘I’ve worked with some of the biggest names in the design world, and for clients all over the globe with turnover in the billions, but there’s no greater kick than being in at the birth of a small business. New entrepreneurs are excited by what they do, they are hands-on and they know their customers, often personally. They are invigorating to work for.’

Case Study 1: LoveDean Granola

Background: Lucy O'Donnell developed her naturally toasted, additive-free cereal for her gluten-intolerant daughter. Its popularity with guests at her Hampshire farmhouse led her to decide to market it. 

Brief: To develop an eye-catching brand identity that communicates the quality and distinctiveness of Lucy's product and is transferable across a growing product range. Solution: A striking glossy black label with strong red, white and gold colourways and resealable tub which draws attention to Lucy's superb product amongst competing cereals on retailers's shelves. Since redesign, Lucy has won several awards, including the Gold Great Taste Award 2007. She supplies Lakeland, delicatessens across SE England and is due to launch at the end of July 2008 in Waitrose. 

Says Lucy: "Sheila's full of creative imagination, boundless enthusiasm and bursting with talent. Often we'll just sit and brainstorm together. These intensive one-on-one sessions involve me fully in the complexities of the design process."

 Original briefing: February 2005 Project: name generation, brand identity, packaging design and marketing. 

Time to launch: 12 months 

Design fee: £4,850 

Case study 2: asap electrical 

Background: Andrew Cockram recognised a great business opportunity for emergency domestic electrical contracts characterised by quick, efficient service from a caring small business which is "large enough to cope, small enough to care." 

Brief: To create a brand logo for use on stationery, vehicles and uniforms. Andy had ideas that needed finessing to give his company credibility and professionalism. Solution: A bold and easily-recognisable device which uses the metaphor of an electrical pulse and power colourways. Since business launch, Andy has established a loyal and expanding customer base and has exceeded his business targets. 

Says Andy:"Sheila gave me a lot of advice - much of it free - and proposals to improve my company's image. She's always available to discuss and amend designs so that they really work. I found her (reasonable) fees money well spent." 

Original briefing: March 2007 

Project: Brand logo, business stationery, advertising and uniform design 

Time to launch: 8 weeks 

Design fees: £700