Phillips Direct will be headed up by Russell Whitlock.

Whitlock is the founder of TDI Group, an investor in online retail companies and IT intellectual property software. Before that he spent 12 years as managing director of managed-support IT company RW Communications.

Whitlock replaces previous managing director Peter Phillips who has taken up chairmanship of the company and will focus on product development.

“We wanted to get away from the pure plastics image because we also do paper, board and CAD design,” said Whitlock.

“We do work that then gets moulded and made by the clients themselves.”

Whitlock did not reveal the 20-staff firm's turnover but said it was “looking to have a nice expansion, but we will do it step-by-step rather than go crazy”.

He added: “Clients can have a lot of problems getting things designed and built while manufacturers can have problems with technology, and that's my background.”

The firm's services include the Totem postal service, which enables customers to upload artwork online for delivery of print such as POS the next day.

Two years ago the company showcased a movie presentation folder at Ipex that enabled users to easily create a branded folder including video content.

Established in 1939 and spanning three generations, the company serves training and education, marketing, design and print, healthcare, cosmetics and manufacturing sectors.

It offers presentation and promotional products such as ring binders, custom folders, printed carrier bags, DVD cases and leaflet holders.

According to the company Whitlock's appointment “was timed to coincide with the company name change, which was felt to represent more accurately how the business serves its customers in 2016”.

Whitlock said he hoped to blend modern technologies into the company's well-established product design and manufacturing capabilities.

“The company has a history of 77 years of innovative product design and manufacture and an excellent experienced team of people,” he said.

“I am looking to build from that to ensure many more years of supplying our customers with effective and innovative packaging, promotional and presentation solutions.”

The new-name launch includes a new website that details the ranges of bespoke or stock packaging, promotional and presentation products at its Berkhamsted showroom.