Alex Stitt started to freelance for the studio in the early 1960s, and created some highly individual illustrations in what was to become his signature style. Alex also created 'Norm' for the 'Life. Be in it' campaign, and 'Sid the Seagull' for the Australian AntiCancer Council. The genesis of these iconic characters can be seen in these early covers for WRC. Alex had an anarchic wit, who rarely did what was expected, and as a result his work stands alone, each still instantly recognisable as a Stitt design.