The identity uses Kinneir and Calvert’s Transport typeface as well as the Highway Code colours.
The accompanying suite of communications also references Bowen’s informal teaching style and the rules of the road.
Afterhours creative partner Kelly Bennett says that Bowen is known for his “reassuring calming approach” as well as his “disarmingly friendly banter” which puts learners at ease.
An NB acronym with an arrow forms the identity and appears across applications including business cards displaying Bowen’s favourite one liners.
A branded sign-shaped compliment slip doubles up as a tyre tread measurement tool, showing drivers how much wear is left.
Letterheads and stationery follow the signage format, and a MyWay Code has also been created, which provides learners with a fold-out map of advice.