DOUBT: UNCONVENTIONAL WISDOM by Taxi 2 Toronto for Taxi Canada

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DOUBT: UNCONVENTIONAL WISDOM

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Industry Books
Media Design & Branding
Market Canada
Agency Taxi 2 Toronto
Designer Michael Di Pede
Photographer Jim Tinios
Released December 2010

Credits & Description

Category: Books
Advertiser: TAXI
Product/Service: SELF-PUBLISHED BOOK
Agency: TAXI 2
Date of First Appearance: Dec 14 2010
Entrant Company: TAXI 2, Toronto, CANADA
Creative Director/Writer: Jane Hope (Taxi)
Creative Director/Designer: Dave Watson (Taxi)
Writer: Darren Clarke (Taxi)
Writer: Stefan Wegner (Taxi)
Writer: Jono Holmes (Taxi)
Designer: Michael Di Pede (Taxi)
Illustration: Gary Taxali
Illustration/Digital Imaging: Andrew O'Driscoll (Taxi)
Print Production: Tara Greguric (Taxi)
Account Manager: Steve Waugh (Taxi)
Mac Artist: Dave Kinsella (Taxi)
Photographer: Jim Tinios (Taxi)
Media placement: Book - arious book stores as well as prestigious outlets such as the MoMA Design - Dec 14th 2010

Describe the brief from the client
Celebrate TAXI’s 18 years in the ad and design industry by creating a thought provoking and engaging book that illustrates how TAXI views the world.

Describe the challenges and key objectives
DOUBT is an homage to the idea of doubting conventional thinking. This book presents 12 insights into how to use doubt as a catalyst for change. These insights are delivered by a cocky little character aptly named Doubt.

Describe how you arrived at the final design
Doubt’s teachings are supported by 38 contemporary “Disciples of Doubt”, whose stories attest to the power of unconventional thinking to bring about positive change. From the controversial cover through to the last page, this book is meant to inspire the reader and spark debate.

Give some indication of how successful the outcome was in the market
Sales of the DOUBT book have exceeded expectations since its release. The book has recently been picked and now distributed by such prestigious outlets as the MoMA Design & Bookstore.