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Playdium was a brand stuck in the '90s, with an outdated aesthetic.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Playdium was a brand stuck in the '90s, with an outdated aesthetic.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 based in Toronto’s west end.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.
With experience across both in-house and agency teams, I specialize in point-of-sale marketing, with a strong focus on consumer packaged goods and food, spanning both QSR, CPG, and retail environments. I’ve partnered directly with major national brands including President’s Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping bring campaigns and in-store experiences to life from concept through execution.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College (2012), where I studied across a range of disciplines including printmaking, photography, and design. My work is informed not only by trends within the design world, but by artists across mediums, offering insight into how tastes and cultural values evolve over time.
Outside of work, you’ll usually find me baking, watching films, or playing piano. I’m known to show up with baked goods to the office (or even at the bar). You can find more of my baking projects on Instagram at @fables_to!
Thanks for reading!
az.