TAXI, a multidisciplinary branding agency, was founded thirty years ago "on the premise of design and advertising working together," as well as on the model of nomadic tribes. It sounds a bit off at first, but using the nomadic tribal structure allows TAXI to expand their agency across the globe and still stay small. "Ancient nomadic tribes observed that a population exceeding 150 people had a tendency to form factions, erode group harmony and render it dysfunctional." So even though TAXI has locations in Amsterdam, New York, Montreal, Toronto, Calgary and Vancouver, each office employs a maximum of 150 people.
So far the model seems to working out pretty well. Although they have some corny pages in the "About" section of their website—like a breakdown of IDEA as an acronym for 'Involve consumers, Doubt the conventional, Extend across divers media, Account for the stories we tell'—they've created some wonderful work.
Most recently TAXI developed the identity for Rocky Mountain Equipment, an agriculture and construction supplier with the slogan "Dependable is What We Do." TAXI turned the key word, Dependable, into more than a motto - almost a brand in and of itself. The strong, bold font choice, solid packaging and simple, striking two-color palette practically screams durability and reliability. I like the riff on those old plain-faced super market brand food items —a can of peas simply marked Peas—without any of the of questionable content, of course.
Check out TAXI's other work, like their hilarious Viagra commercials and their print campaign for Canadian Tire and the Canadian Film Centre.