However, the trio of creatives that comprise the studio’s staff, Patrick Morrissey, Iain Cadby and Sara Morrissey, are of considerable design pedigree: Cadby and Patrick Morrissey met at Why Not Associates. Since leaving Why Not in 2004, Morrissey has been working in partnership with his wife Sara, for clients such as the Royal Academy of Art, Penguin, Artangel and the University of the Arts in London.
“Iain and I left Why Not with different ambitions,” explains Patrick. “Since leaving, Iain has mainly concentrated on film-based work – directing commercials for clients such as The Economist, D&AD and Hewlett Packard. After my ten years at WNA, I formed a design partnership with Sara and together we worked mainly on print and branding projects.”
So why form Forever? “We have always been good friends,” says Cadby, “and we felt now that the time was right to combine forces and skillsets to be, in a sense, bigger than the sum of our parts and have more control over the work we do.”
“Essentially we want to jointly continue in our methodology of doing thoughtful, good quality work,” adds Sara. “We wanted to create a new studio environment which would allow us to work on a wide variety of projects for a broad range of clients.”
Forever’s current clients include the London College of Communication and M&C Saatchi. They are currently working on a brand creation project with JWT as well as a book for urban art gallery, the Elms Lesters Painting Rooms, in London.
The trio’s individual skills and areas of interest become apparent when they consider what their ideal project would be. Patrick mentions
on-air branding and CD design, while Cadby cites movie titles as a dream commission. “Although,” he adds, “the Elms Lesters book definitely ticks a box on my dream job wish list.” “An ideal project for me,” suggests Sara, “is when the client allows us to explore concepts freely and are up for being challenged.”
And the best thing about working as Forever? “At these early stages, says Cadby, “it’s lovely to be able to have the freedom to let Forever Studio evolve and develop its own creative personality/identity. We’re all just having discovering our joint voice and philosophy.”