Gerald Peake was formerly a designer for the Habitat group and an art director for Conran Associates. His work there was seminal in creating the sixties style in the UK. Later he joined a highly ambitious, design orientated advertising agency in London's Bedford Row where he gained a valuable insight into the mechanics of agency life, working on the UK's most successful brands. The agency, McCormick Richards, later became part of the global Publicis Group.
1980 saw the formation of Gerald Peake Design, a move to a new London studio and the Boots Company as one of his main clients. This was the golden era of packaging design and own branding and for GPD, the creation and management of the Boots Cookshop identity was a major graphics project. Photography has always been a passion, from the direction of photographers shooting Habitat catalogues to fashion shoots for his own clothing company, the photographic image is still very much part of his graphic style.