The Partnersī-Reel's Xbox Glitch was the first project of its kind to integrate TVC and web in such a wayīilled as a self-styled 'creative partner' to clients, B-Reel has successfully championed its vision of collaboration since its inception in 1999. 'It has led to incredible opportunities.' Which is perhaps why so many of their clients have become friends and have stuck with them for years. Is there a secret to their success? 'Our commitment, passion and attention to detail borders on the obsessive,' they confess. 'We don't think in terms of 'disciplines', we're in our element when we begin a project with a big view of what's possible, and what we're allowed to bring to it.' 'Over the last 20 years, our efforts have been for one thing – to make beautiful, memorable work,' they say. Jason Gregory, Mark Bonner and Peter Hale have come a long way since they studied together in the early '90s. With co-founder Mark Bonner recently appointed president of D&AD, Gregory Bonner Hale packs considerable punch on the UK design scene – and proudly occupies the fertile space between the traditional disciplines of design, advertising and digital. 'Mind you, we've been here for 40-odd years so I guess we've turned up on a lot of people's radar.' 03. So how does it feel to be selected by a panel of creative directors as one of the UK's best? 'It's very flattering, of course,' says Hyland. 'Each partner leads their own team, and we have a flat corporate structure. 'We are independently owned and led by the creatives, who are the partners,' says Angus Hyland, who has been a partner at Pentagram London since 1998. Pentagram's unique approach also ensures it's always ahead of the curve. Eschewing trends or corporate cash cows, its focus is on conceptual, ideas-driven design. Location: Notting Hill, London also New York, San Francisco, Austin and Berlinįounded in London by Alan Fletcher, Colin Forbes, Theo Crosby, Kenneth Grange and Mervyn Kurlansk in 1972, Pentagram is the grandfather of design agencies.London Design Festival guide by Pentagram

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