“Last Autumn, Leeds Booklet Printing Company conducted a thorough and rigorous selection process of the UK’s top 50 creative agencies before finally deciding that Taxi Studio was the perfect partner to devise and deliver an entirely new brand name and identity system for their business – bespoke, academic planners.

Taxi’s involvement encompassed all aspects of the rebranding process, including DNA workshops, strategic positioning, customer research, name generation, design, artwork and roll-out across all their brand touch points.”

“The new logo blends traditional typography with the progressive pinstripe to create a campaignable thread, while the identity-at-large is based on a series of striking line drawings, embodying the order and smartness of both the product range and the company culture. This was also the rationale for their new name ‘Penstripe’, generated as a playful twist on the classic British pinstripe suit.

Creative Director Ryan Wills said: “From the off this was a project that captured all our imaginations. We strived to create a brand that wasn’t just professional but approachable and, most importantly, perfectly tailored to the client’s personality.”