Pedler opens studio

Trevor Pedler has left Savage Sloan Design as managing partner and opened his own design house, Portofino Studios.Before Savage Sloan, Pedler was president of Toronto ad agency Harrod & Mirlin.The descriptor for the new studio is 'Insight and Design.''We believe we...

Trevor Pedler has left Savage Sloan Design as managing partner and opened his own design house, Portofino Studios.

Before Savage Sloan, Pedler was president of Toronto ad agency Harrod & Mirlin.

The descriptor for the new studio is ‘Insight and Design.’

‘We believe we will be able to offer much more than just graphics and communications,’ Pedler says. ‘We’ll be able to give insight.’

Before Harrod & Mirlin, Pedler was vice-president, group head at McCann-Erickson and director of marketing for Ikea.

He says his background in advertising, design and marketing will make his company better able to offer integrated services than someone coming from a single discipline.

Pedler says his studio will offer services in corporate identity, brand identity, packaging, sales promotion, and point-of-sale materials.

‘It, essentially, will be integrated graphic communications,’ he says.

Carol Murphie, who will be head designer of Portofino, has 10 years’ industry experience at Savage Sloan Design and Kellogg.

Portofino officially opens this week, with Unico and Purolator already signed up as clients.

Since Pedler left, Savage Sloan has closed the doors of its Pardee Avenue location and will be moving to Scarborough, Ont., where it will share space with Bryan Mills and Associates, a marketing and communications firm.

Both shops are owned by mdc.