Clifford Richards studied book illustration at the South East Essex School of Art. He found his way into advertising at a time when the industry was at its most exciting having been head-hunted from the Ford Motor Company Advertising Department. As an art director at SH Benson and then Connell May & Steavenson he was involved with clients such as Guinness and Michelin.
Whilst at CMS he began to develop his first products – a collection of self-assembled cardboard gift boxes. These were followed by a range of slot-together animals – Slottizoo. Quite unlike anything around at the time, they perfectly captured the mood of the `swinging sixties`, and proved to be the kind of disposable ephemera that people found themselves wanting to keep.
Encouraged by the commercial success of his products he left advertising to set up his own graphic design consultancy which also enabled him to develop products for companies such as Paperchase and Bloomingdales (NY), as well as his own design projects. All of which that have survived are now in the permanent collection of the V&A.
Throughout his long and varied career he has continued to develop ideas along with design consultancy and today concentrates on product development along with his own graphic projects.