A novel rotary switch, overcoming the disadvantages of hydrazone based switches with competitive proton acceptor sub-rotors, has been designed. The new compound contains a pyridyl ring and a COOH group as sub-rotors, which provides engagement of the pyridyl nitrogen atom and leads to the existence of a single isomer in the ground state. The availability of acidic functionality in the rotor creates conditions for excited state intramolecular proton transfer (ESIPT), which exhibits anti-Kasha behavior.