PLAYDIUM®
BRAND GRAPHICS
OBJECTIVE
Playdium was a brand stuck in the '90s, with an outdated aesthetic. They required fresh photography, graphics, and patterns to rejuvenate their brand and appeal to the Gen-Z market.
SOLUTION
I contributed numerous handwritten illustrations and graphics to this project, which I love for their vibrancy and youthful qualities that really make the essence of the brand ethos comes to life. Additionally, I crafted the tagline, now prominently displayed on newly constructed Playdium buildings, as seen in the photo on the left. I also assisted in art direction for the campaign photography both in preparation (styling/wardrobe/scenarios) and on set for the combined video/photoshoot.
RESULT
The brand exhibits a fun, cohesive aesthetic and energetic presence across all channels both in market and online. Since finalizing these elements, they have been incorporated into newly constructed Playdium buildings across the country, including two in Ontario and one in New Brunswick. Additionally, a fourth location is scheduled to open in Toronto soon.
CREDITS
Design & Illustration & AD: Andrea Zadro
Animation: Jason Tennant
Art Direction: Erikson Melton
Creative Director: Mike Lucas
Food Photography: Andrew Grinton (Coup & Co.)
BRAND GRAPHICS
OBJECTIVE
Playdium was a brand stuck in the '90s, with an outdated aesthetic. They required fresh photography, graphics, and patterns to rejuvenate their brand and appeal to the Gen-Z market.
SOLUTION
I contributed numerous handwritten illustrations and graphics to this project, which I love for their vibrancy and youthful qualities that really make the essence of the brand ethos comes to life. Additionally, I crafted the tagline, now prominently displayed on newly constructed Playdium buildings, as seen in the photo on the left. I also assisted in art direction for the campaign photography both in preparation (styling/wardrobe/scenarios) and on set for the combined video/photoshoot.
RESULT
The brand exhibits a fun, cohesive aesthetic and energetic presence across all channels both in market and online. Since finalizing these elements, they have been incorporated into newly constructed Playdium buildings across the country, including two in Ontario and one in New Brunswick. Additionally, a fourth location is scheduled to open in Toronto soon.
CREDITS
Design & Illustration & AD: Andrea Zadro
Animation: Jason Tennant
Art Direction: Erikson Melton
Creative Director: Mike Lucas
Food Photography: Andrew Grinton (Coup & Co.)
Hello! I’m an art director and designer living and working in the west end of Toronto, Ontario.
With several years of experience with both in-house and agency teams, I’ve garnered a lot of experience in point of sale marketing, especially in the areas of consumer packaged goods and food products both in the QSR and retail spaces. I’ve worked directly with clients at major national brands like Tim Hortons®, Cineplex®, and Burger King®.
I graduated with an Honours BFA from The University of Toronto and BA from Sheridan College in 2012. There, I studied several mediums from printmaking to photography to design. I’m inspired not only by changes and trends in the design world, but by artists that work in all mediums. They tell us so much about how our tastes and values are generationally changing and I think it’s important to pay attention to that.
In my spare time, I mostly likes to bake, watch movies, and play piano. I’m known to bring trays of cookies and donuts to the office (or the bar, seriously), so that’s kind of a personal perk of being my colleague or friend! I have a baking Instagram that I often post to over on @andiesbake if you want to check that out. ◡̈
Thanks for reading!
az.
With several years of experience with both in-house and agency teams, I’ve garnered a lot of experience in point of sale marketing, especially in the areas of consumer packaged goods and food products both in the QSR and retail spaces. I’ve worked directly with clients at major national brands like Tim Hortons®, Cineplex®, and Burger King®.
I graduated with an Honours BFA from The University of Toronto and BA from Sheridan College in 2012. There, I studied several mediums from printmaking to photography to design. I’m inspired not only by changes and trends in the design world, but by artists that work in all mediums. They tell us so much about how our tastes and values are generationally changing and I think it’s important to pay attention to that.
In my spare time, I mostly likes to bake, watch movies, and play piano. I’m known to bring trays of cookies and donuts to the office (or the bar, seriously), so that’s kind of a personal perk of being my colleague or friend! I have a baking Instagram that I often post to over on @andiesbake if you want to check that out. ◡̈
Thanks for reading!
az.