Principals of a new production company looking for a unique identity turned to Christie-Stewart for help.

Toronto-based Pivotal Media, which produces programming for major networks, is led by Andrea Gabourie and Simon Watts, both former executives of Corus Entertainment. "With Pivotal, there was a need to convey the energy and excitement that television programming brings to its audience,” said Scott Christie, partner. “Design and colour selection create a vibrancy that is very much what the Pivotal brand is about. It is fun, like they are.”


The two-colour scheme in the logo (the 'Pivotal' wordmark is a mix of Underground and Interstate fonts) which is apparent throughout the new identity represents the two principals coming together, said Christie. The red/pink colour is for Gabourie's playful personality while the deeper orange represents Watts's business-like demeanor, he said. Aside from that, the colours stand out — "everything is black and green and blue out there."

Christie-Stewart built the new identity from the ground up, including the new website. Most of the images on the website are stock, he said. Aside from the logo and website, the project also included two short television animations, business literature and more, said Christie. While he performs the art direction, he contracts out the other duties, he said. "I don't do anything in-house."

He said the Pivotal project is the first major project launch since his design practice formed a year ago, adding he has been working with existing clients from his former venture, Pylon Design.

Christie didn't have a lot of time to put together the identity, noting his firm was approached in August and finished the bulk of the project by early October. While he said the client is "positive", it's too early to gauge results.