Production services firm Sim Group has unveiled a rebrand that will see all eight of its founding companies, including Toronto-based Tattersall Sound & Picture and Pixel Underground, brought under four new divisions: Sim Studios, Sim Lighting and Grip, Sim Camera and Sim Post. The rebrand will see the discontinuation of each of the company’s former brand names in the marketplace as the company shortens its name simply to Sim.

The move comes as Sim looks to position itself as a one-stop production services provider and streamline its operations across the five North American markets in which it operates (Vancouver, Toronto, L.A., New York and Atlanta). The other Sim-owned companies being rebranded are Bling Digital, Chainsaw, The Crossing Studios, Post FactoryNY, PS Production Services and SIM Digital).

CEO James Haggarty (pictured) said that all eight of the businesses will continue to operate as they have done in the past, but that the rebrand was important in establishing a more cohesive identity for the company.

“We’ve made ourselves a little confusing to clients,” Haggarty told Playback Daily, adding that while the issue manageable now, it may become more challenging as Sim pursues further acquisitions across all four of its new divisions. In September, the company announced it was getting into the studio-owning business with its acquisition of Vancouver film and TV production facility The Crossing Studios. Haggarty said Sim has “active files” on potential purchase targets across its four lines of business.

“From a business perspective, it doesn’t scale,” Haggarty said of having too many companies under different brand identities.

“Regionally our brands are powerhouses. For example, Chainsaw is a powerhouse in its region, but isn’t as well known outside of LA. So by putting everything under the one banner, it helps us leverage the [company] names, the people, the services and solutions across all markets,” he added.

The company on Thursday kicked off the first of five events unveiling the new Sim brand name to its clients. Yesterday’s brand relaunch party was held in L.A., with Sim hosting events in Vancouver, Atlanta, New York and Toronto over the next week.