Alias was formed in 1996 by Gareth Hague and David James, initially to develop into typefaces the bespoke lettering designs produced for their record cover and book projects. As well as typeface design, Alias has produced logotype designs for clients including Ghost, L.K.Bennett, MCQ, Lane Crawford and Calvin Klein Beauty fragrance.

Typeface designs include headline typefaces for the 2012 Olympic Games and Sunday Times Magazine, and typeface and layout design for Another and Another Man magazines. Alias also works with design agencies and advertising agencies on typefaces for corporate clients and advertising campaigns. Graphic design includes music and arts related projects and book design for clients including Phaidon, Jake and Dinos Chapman, Tate Modern and Fischerspooner.