The former Abbott Mead Vickers BBDO joint creative director has invested an undisclosed sum in the company and joins the co-founders, Georgina Lee and Kate Nielsen, as a partner. He will also be the creative director of the company.
The consultancy has a roster of freelance designers that includes Adrian Shaughnessy, Ben Drury and Tom Hingston. It has worked on projects for clients including Nokia, Channel 4, Redwood Publishing and Mute Records.
This is Real Art has already undertaken a number of advertising projects for clients and agencies. Last year, it worked with Grey London on a mobile project for Nokia in Spain. Belford worked on the project as one of This is Real Art's roster of freelancers.
Belford said: "This Is Real Art offers clients a seamless, cost-effective solution to their design and advertising needs and also gives them access to a unique range of creative talent not available from any other single creative company."
Lee said: "Paul's arrival allows us to combine design and advertising in a credible and effective way."
Belford and his former partner Nigel Roberts, who last week signed to Clemmow Hornby Inge as a creative director, left AMV in July 2005.