A MAN with a passion for writing has launched a business offering customised and illustrated poetry.

John Ivison set up Pinnacle Pictorial Poetry in March in a bid to provide a new outlet for poetic works to suit all occasions. Graphics are used to turn the poems into high-quality posters suitable for framing.

Mr Ivison, a former chemical engineer, has always been interested in writing. In his early days he focused on song writing and musical performance but more recently switched to poetry.

"I was looking round for a new business idea when it occurred to me that the success of pieces I had been doing for friends and relations might suggest that there is a much wider need for others to use a similar service," said Mr Ivison.

"The idea for the Pinnacle name and logo came from a poem written about Roseberry Topping. At the pinnacle you see the whole landscape before you, which offers the poet inspiration and insight into the feelings and thoughts of the customer."

Based in a starter unit at Teesside University's Department of Academic Enterprise, he has tapped into the creative talent in the university's department of media and design and has also been able to use the resources of local design firms for graphics to suit each theme.

Pinnacle Pictorial specialises in occasions such as weddings, funerals, retirements, anniversaries and birthdays, but also offers more specific expressions of feelings. Mr Ivison likes to have a profile of the recipient so the words can be personalised.

He is also developing a web site to show examples of the graphics and poetry available. Business Link's ICT advisory team has provided 40pc of total web site development costs as well as the services of an expert consultant.

"Pinnacle Pictorial is an exciting and unique new service and we are pleased to have been able to support the venture," said Tom Newbould, Business Link ICT adviser.

Paul Mines, an account manager at Business Link, has also provided support in business planning and marketing.

As the business grows, Mr Ivison hopes to be able to offer a full, in-house service and even to offer 3D images of the recipient in a scene. He is also involved in creating an Academy of Poets, to increase the accessibility of poetry and as a communication and publishing point for poets.