He also leads project teams in driving Doblin's ideas into the details of its own marketing materials. He has created Doblin visual identity standards, led recent revisions of the Doblin website, and developed the Doblin Innovation Discipline Model.

Peter has worked on projects with Doblin since 1982 and has been on staff since 1995. He started his career in 1975 with George Nelson & Company, worked briefly in corporate identity for Anspach Grossman Portugal (later merged into Interbrand), worked from 1978-85 for Vignelli Associates where he became graphic design director, and from 1985-95 at his own design consultancy, Laundy Rogers Design.

A graduate of Princeton University and the graphic design program at Yale Graduate School of Art, Peter now carves out time to be an adjunct professor in the graduate design-planning program at the Institute of Design, Illinois Institute of Technology.