During its first ten years, the firm became well known for producing "highly original, beautifully illustrated books",[1] with contributions by "artists of considerable merit" [2] such as Jessie M. King, H. M. Brock, Hannah MacGoun and Walter Crane.
The more mechanical methods of modern publishing, which pours out wholesale, indiscriminately bound, or with featureless uniformity, have no attraction for Mr. Foulis and his fellow craftsmen.
[7] According to Ian Elfick and Paul Harris,[6] the physical characteristics of a typical Foulis book would include coloured buckram bindings, rose watermarked paper with rough cut edges, text printed in the elegant Auriol font, and illustrations in the form of tipped-in colour plates.
The resulting firm, trading as G. T. Foulis & Co., was based at 7 Milford Lane, Strand, London, W.C.2 and published books on motoring.
[13] Colour plate illustrations and cover designs were provided by eminent artists who were active at the turn of the century, including Jessie M. King,[14] William Russell Flint, Frank Brangwyn, Frederick Cayley Robinson, William Hatherell, Harry Rountree, Annie French, Katharine Cameron[15] and Maurice Greiffenhagen.