Gifford's work was largely of humour strips in British comics, often for L. Miller & Son.
Gifford used a variety of pen-names for the work, including Belteshazzar Oakworm, Clubtwee Gleeb [2] and 'Fred Granule Bepp'.,[3] Joe King, Jack Upp and Belle Tupp.
Most notable was probably his co-creation with Bob Monkhouse of the superhero Streamline and the Streamline Comics title, but his short-lived Ally Sloper title was a significant if unsuccessful attempt to blend nostalgia for British comics with the more adult approach of the Modern Age to reach new audiences.
Gifford and Monkhouse also combined to form Streamline Publications, specialising mostly in reprints of US comics and pulp novels.
Gifford's writing on comics included general books for a popular audience and more thoroughly researched histories of the medium.