Penstripe (Branding between the lines) – Another of my tailored projects.
Leeds Booklet Printing wanted to radically overhaul their identity. But, in order to ensure they appointed the perfect creative partner, they conducted a very rigorous selection process of the UK’s top 50 creative agencies before finally deciding that Taxi Studio could help them turn over a new leaf.
The new identity blends traditional typography with a contemporary pinstripe to create a campaignable thread, while the identity-at-large is based on a series of striking line drawings, underpinning 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.