THIS is NOT the formula for a winning business: No capital, no office, no clients.

But that is what faced young designers Ashley McGovern and Paul Cowen who, in 1992, were still in their early 20s when they set up PictureDrum Publishing in a spare room at Paul's parents' house.

What they did have, though, was a vision of a design consultancy offering clients the highest standard of service and design - and oodles of talent.

Then they discovered what is the real secret of success: good design sells.

Now, with a comprehensive client list, and employing five people at The Coach House in Tadcaster Road, York, they are hoping that this secret will win them the Small and Growth Business Of The Year titles in the 2004 Evening Press Business Awards.

Ashley says: "When you have a service ethic that is backed up by our values, experience and expertise, business comes much easier.

"We must be doing something right as we're still working with clients with whom we worked ten years ago. It is because we care about what we do."

In March last year, they modified the business name to just PictureDrum, reflecting the fact that they were no longer just designers. They had become strategic design consultants, considering the whole communications strategy of their client's business.

After conducting research-based analysis of the company's market position, they develop a brand and image to reflect the company's aspirations and direction.

PictureDrum's services also include designs for brochures, literature, interactive CD-roms, new media, corporate identities, websites, exhibitions and advertising.

Updated: 10:45 Tuesday, September 14, 2004