Pivot Group
Fresh Thinkingfor a Well-Loved Brand
Overview
More than orange.
Well-known in the broadband industry as a fun-loving company that gets great results, Pivot built a strong reputation as the leading marketing and customer experience agency for broadband companies and non-profit organizations. Easily identified by their signature color orange and a cleanly design aesthetic, Pivot was looking to maintain its strong brand presence while developing more dynamic marketing campaigns.
My Work
Creative Direction
Concepting
Strategy
Design
Illustration
Copy
Animation
Collaborators
Carrie Grant
Rachel Getsinger
Rod Sawatasky
Kristie Castanera
Dawn Meyers
value people first · do the right thing · demonstrate fresh thinking · get after it · have fun and laugh often ·
Fresh Values
In 2021, Pivot began a period of massive growth, which prompted the need to re-establish its brand identity. They aimed to preserve the qualities that had led to their initial success while also inviting new perspectives to contribute. As part of this process, Pivot crafted a set of brand values that they hoped would characterize every aspect of their organization: value people first, do the right thing, demonstrate fresh thinking, get after it, and laugh often.
Fresh Processes
As Pivot and its clients continued to grow, it became critical to introduce new client processes and experiences that would enrich our marketing, branding, and client experience efforts. I worked with the Pivot team to implement new discovery sessions, brainstorming methods, a new brand architecture workflow, and overhaul of video process, as well as a variety of new campaign models and pitches for marketing teams.
Fresh Challenges
As new people joined Pivot and new ideas entered the mix, Pivot’s marketing work started to experience limitations. It’s core brand language was intentionally tech-oriented and fairly minimalistic, but that left little room for the playful demeanor characteristic of most interactions with the brand. In marketing pieces and social channels, it became clear that we were either playing it safe or launching a series of oddball one offs. We needed a model that would maintain the brand’s core integrity and focus while allowing for greater personality.
Fresh Approach
Instead of overhauling Pivot’s brand, we opened up new opportunities for brand development by simplifying and stabilizing the core brand, then launching a cohesive campaign model. This strong core brand + flexible campaign approach kept Pivot’s well-known corporate branding intact while producing dynamic annual campaigns that expanded on the core brand language with greater depth and flexibility. Tether ball was used as a metaphor to describe the model. The main brand is the stable pole, and the campaigns provide Pivoteers an opportunity to play without straying too far from the core.
Campaign 1
Stay Fresh
Pivot’s custom-built approach to marketing and cx makes them unique in their niche. While competitors provide templates that companies can drop logos into, Pivot creates fresh concepts and custom training for each and every client, making them the ‘freshest’ choice on the market.
Video Filmed and Edited by Josh Williams.
Campaign 2
What's Your Story?
Pivot’s second campaign amplifed it’s ‘People First’ value by putting our clients’ human-impact stories at the center of the work. The main campaign video combined footage from client communities throughout the US and positioned Pivot as the partner that helps clients tell their stories.
Animation and Motion Graphics by Brandon Waybright. Script by Kristie Castanera.
Steady Growth
65+
Professionals
(and growing!)
125+
Clients in the U.S. and internationally.
