In the world of creative media, branding means everything. The image and design of every television network makes or breaks it. For TV networks looking for fresh and vibrant on-air identities, they turn to no other than Canada’s TV branding guru, Jeffrey P. Rustia.
Jeffrey Rustia established Front in 1999, an international broadcast design and branding agency, responsible for creating the on-air identity of top global networks, including Nickelodeon Asia. His work in branding Nickelodeon, the 24-hour kids’ channel, earned for Front a number of industry awards and a reputation for excellence in innovative branding which, by word of mouth, attracted TV networks in many parts of the world.
Front’s international reputation started to catch the interest of television networks not only in Canada but also those in other countries. In total, Front has worked for more than 30 different networks, many of which are based outside Canada including the USA Network, HBO, Cinemax, MTV, Astral Media, Rogers Television, Craig Media and Toronto One, Stampede, CPAC, A-Channel, CTV News, Pride Vision TV, SCNN, APTN, Newsworld International and Vision TV.
In just two years, Front broke into the million-dollar a year sales bracket, and today, it is a multi-million dollar company with its own design building at the corner of King and Berkeley, that houses a dozen of the world’s best creative producers and designers, and state of the art design equipment. Armed with a global vision and a culturally diverse team, Front has beaten a number of more-established design firms and advertising agencies for contracts worldwide.
Mr. Rustia has always known that he would pursue a career in television. His passion for acting followed him throughout his academic life. While at University of Toronto, Mr. Rustia studied Japanese film and theater. Outside of school, he directed, wrote, and produced Canada’s first Filipino theater company. He has also worked as an actor appearing in popular Canadian sitcoms, plays and even music videos.
Mr. Rustia began his career with MTV Asia. After producing, editing, and working on the on-air graphics and promotional pieces for MTV, Mr. Rustia went on to HBO in Singapore, where he helped design its new look, worked for Nickelodeon Asia and then took over the creative department for two new CBC international channels before establishing Front. All of this he achieved before the age of 30.
In Canada, Mr. Rustia was featured by the Canadian Broadcasting Corporation (CBC) as a prominent and respected business and creative leader that has led the way for exporting a uniquely multicultural global design from Canada to other parts of the world, and also for embracing diversity in his business philosophy, strategy and staffing. In 2005, Mr. Rustia was dubbed by En Route, Air Canada’s inflight magazine, as Canada’s TV Branding Maverick.
Even before making waves in Canada, Jeffrey Rustia had made his mark in Asia. He became the first ever Filipino producer, director, and writer to work in Channel V, Star TV, Hong Kong. It was during his stint at the top-rated music video station Channel V that he created Sigaw Manila, a Filipino music video show that showcased Filipino talent, culture and all things Filipino to the rest of the world. Sigaw Manila was shot entirely in the Philippines featuring various cultural spots and venues for the world to see. As an added treat, the show utilized popular and upcoming Filipino celebrities from the music industry playing emcees to the program. The show was broadcasted to 53 countries in the STAR TV footpath, and was seen by 145 million households.
In conferring the Pamana ng Pilipino Award to Jeffrey P. Rustia, the President recognizes his exceptional creative abilities which led to the establishment of a highly successful international broadcast design and branding agency, Front, trusted by the world’s largest television networks.
