In 1970, Peters set up his own design company, Michael Peters and Partners, which in 1988 had worldwide sales of $40 million. Clients included the BBC, Virgin, Martell, British Airways, Penhaligon, Abbey Life and Bird's Eye. Peters was an identity consultant to the Conservative Party, working with Margaret Thatcher. He did some packaging design in the marketing of consumer products. He helped found the Design Business Association and had roles in international design organisations. In 1985, he became one of the founders of the School of Communication Arts, run by his former teacher John Gillard.
