Thomas Pigeon, Branding Renegade, An Epic Journey

Thomas Pigeon, a Canadian branding legend, sees life as a thrilling adventure. Forget the paved roads and bureaucratic road signs—he’s all about forging his own path.

“I love getting off the beaten path and carving my own trail,” says Pigeon. At age 25, he founded what became known as Pigeon Brands, a global branding and marketing powerhouse that left its mark on clients worldwide.

His vision to revolutionize how consumers perceive brands evolved into a dominant force in the industry during his 46 years as founder and CEO of Pigeon Brands.

“I realized that we were renegades,” Pigeon shares. “I realized that we didn’t have to just be better than the local gang—we had to be exponentially better… and we were. And we are and to this day are still one of Canada’s most prestigious and award-winning branding firms even while we aggressively expand our footprint deeper into integrated marketing.”

In late 2023, Pigeon sold Pigeon Brands to embrace new challenges. He’s on a mission to help business leaders and entrepreneurs build their brands. With homes in Canada and Italy, this globe-trotter seamlessly blends his personal and professional lives to inspire others.

Pigeon is a force to be reckoned with in his field.

“Sitting on a deck getting old is 100% not the path,” says Pigeon, who’s already knee-deep in significant projects. “New adventures, travel, writing, and business ventures keep my spirit alive. I’ll let the winds of time guide me! No matter where my journey leads, I’ll always be an ambassador for Pigeon and the incredible talent that keeps it one of North America’s most respected and trusted branding forces.”

Thomas Pigeon of Canada is a Branding Trailblazer

If Thomas Pigeon had to sum up his business philosophy, he would say that innovation thrives with unwavering dedication and a pioneering spirit. Under Pigeon’s leadership and vision, Pigeon Brands started with humble beginnings and became one of Canada’s longest-standing, independently owned brand design agencies.

His professional journey is one of resilience, creativity, and a relentless pursuit of excellence.

Thomas Pigeon is a brand builder, passionate storyteller, and world traveler. For over 46 years, he led a team of extraordinarily talented professionals, and together they altered or built the personas of over 2,000 brands across five continents.

“We moved the marketing world from utility branding to emotional communication and storytelling,” Pigeon said. “We have touched the lives of millions of consumers and helped the balance sheets of countless businesses. I built countless friendships, an enviable list of business icons, and who’s who of marketing as believers.”

Pigeon says he was honored to have the opportunity to learn from the best and work alongside the brightest minds, allowing him to “continually grow as a person as a result of the doors that were opened” for him.

“Life is an adventure,” Pigeon said. “Life has taught me that anything is possible if you believe in yourself, listen to your instincts, act decisively and without fear, and trust and respect those who work alongside you.”

Under his tutelage, Pigeon Brands won countless awards internationally.

“But the greatest reward comes from the exceptional contributions to the balance sheets of the Who’s Who of Global Businesses,” he said. “I have the benefit of residences in both Canada and Italy, providing my clients access to and intelligence on both European and North American markets.”

A Second Chance and Renewed Purpose

If there was a moment in time that changed everything for Thomas Pigeon, it could be traced back to September 13, 1991.

It was Friday the 13th, one year after Pigeon moved to Toronto. Life was never the same.

“I was on a fishing trip with my dear friend Hans Brands when the small plane he was piloting crashed into the frigid waters of Northern Quebec,” Pigeon recalls. “Hans died upon impact. I was left broken in pieces but alive. As I lay on the pontoons of the inverted plane in near-zero temperatures, I had an epiphany. Pigeon Brands was about me. I was the head of client service, the head of admin, the head of creative. If I died, my staff would all be looking for jobs, my children would be unprovided for.”

After Pigeon was rescued and released from the emergency room, he kissed the foreheads of his toddlers and vowed “to make sure the businesses were much bigger than me and must survive me.”

From that day forward, Pigeon set out to build a strong management team where he served as a director and overseer.

Thomas Pigeon’s legacy lives on through the creative spirit and unwavering commitment of the team he built. As he steps into a new chapter of his life, Thomas is confident that the values and vision he instilled will continue to drive Pigeon Brands to new heights.

His plane crash, he says, gave him a renewed purpose back then and still does.

“Something greater stepped in and made it clear it was not my time,” Pigeon said. “I had a greater mission. Without his intervention, I’d be dead. My life changed on the spot, highlighting the importance of family, the need to build a true management team, and empowering people to run the business if I were not there.”

Thomas Pigeon Builds a Legacy of Excellence and Perseverance

Reflecting on his extraordinary journey with Pigeon Brands, Thomas Pigeon is filled with a deep sense of pride and accomplishment. From humble beginnings to creating a global branding powerhouse, his story is about innovation, hard work, and the power of surrounding oneself with good people.

“Coming from nothing and building something always made me proud,” Pigeon says. “My mom and dad were simple but loving people. They made me feel safe, loved, valued, respected, and intelligent. I realized how important it is to have someone in your corner. No matter how bad things get, hard work, perseverance, belief, and good people around you will get you through. I love the people who work for me and cherish their contributions. I would be absolutely nothing without the amazing talent around me until I left my office of 46 years. I’ve seen their kids grow up from toddlers to wonderful adult human beings. I’ve had the privilege of working side by side with my younger brother Peter and my ever-talented daughter Amy in building this dream. I take great pride that I permitted my ego to take a back seat to the amazing talented men and women who have made Pigeon the icon that it has become.”

Pigeon also takes immense pride in the long tenure of his employees.

“Our two amazing creative directors, Olivier Chevillot and Bob Boutilier have supported Pigeon for over twenty years; our IT lead, Mark Romero-Marshall, for over 25; Steve Trutschel, for over 20 years; and my first employee, Michael Paititch, for over 40 years—all unheard career commitments today. And we have that kind of tenure with clients, too. The ‘out with the old, in with the new’ attitude of many contemporary branding firms leaves them soulless. Our infusion of new young talent is off the charts exciting, but our older warriors deserve respect, as they’ve surely earned their stripes.”

As he embarks on a new chapter, Pigeon is confident that the values and vision he instilled will continue to drive Pigeon Brands to new heights, leaving an enduring impact on the industry he transformed.

Branding Greatness

When asked what inspired him to pursue his career, Thomas Pigeon doesn’t mince words: “Necessity. I had no education and no backup plan. I left high school with a 51 average. I wasn’t an academic and found myself working in features syndication for the Montreal Star.”

Pigeon’s path was anything but straightforward. He moved from being a photo editor at a leading tabloid to working at a printing firm and then to an advertising agency, where he discovered his true passion. “I developed an interest in the ad world, and ultimately, I joined Criterion Art in 1977. I bought the place and transformed it into Canada’s preeminent package design and branding company.”

In true Pigeon fashion, he turned necessity into opportunity and built a legacy that continues to inspire. Life threw him into the deep end, but he learned to swim with the best of them. It’s been a wild ride.

And the best part? Pigeon says the fun is just getting started.

He’s stronger than ever, going to the gym and taking 10-20,000 steps per day. He’s locked in on all cylinders with his mind, body, and spirit.

“Family is everything,” he says. “I am also proud to have helped dozens of families put their children through university, pay for their mortgages, and support their families over my 46 years as head of Pigeon Brands. Philanthropy has always been in my soul when it comes to helping others.”

Pigeon’s journey is a testament to the power of perseverance and the impact of nurturing talent and community. As he continues to push boundaries, his legacy of creativity, dedication, and compassion will undoubtedly inspire future generations.