A Brand Activation Completes a Major Merger


Morneau Shepell



Brand Identity Design

Visual Design

Communication Design



Despite having already merged two years prior, when we arrived on the brand project, Morneau Shepell — a prominent Canadian HR services firm — still looked and functioned like two very distinct companies: Morneau Sobeco and Shepell fgi.


Working closely with a group of leaders at Morneau Shepell, Pivot’s iterative process brought about an evolutionary visual brand identity that brought together both firms under a unified strategy.

“Pivot’s core competency centres around the firm’s philosophy of ‘informed’ design. What stood out for me and for the client was how the landscape and various stakeholders were considered throughout the visual design process. The practice of “evolution vs. revolution” was also a strength of Pivot’s design approach, enabling the new Morneau Shepell visual brand to honour the heritage of the existing identity while becoming revitalized.

Pivot’s ability to design with the customer in mind at every stage of the design process is best-in-class. This is what truly makes Pivot a unique agency and a valuable design partner to work with.”

Managing Partner and Chief Brand OfficerInstinct Brand Coaches