PLAYDIUM®
BRAND GRAPHICS
OBJECTIVE
Playdium was a brand stuck in the '90s, leaving the brand feeling dated and less relevant to a new generation of guests. The goal was to develop a refreshed visual identity and campaign system that would resonate with Gen Z audiences while re-establishing Playdium as a vibrant destination for entertainment, play, and social connection.
SOLUTION
I played a key role in shaping the creative direction of the brand refresh, developing a suite of custom hand-drawn illustrations, graphic elements, and patterns that brought energy, personality, and a contemporary edge to the visual system. I also created the campaign tagline, which became a central component of the refreshed brand identity and is now featured prominently on Playdium locations nationwide. In addition, I supported the art direction of the campaign photography and video content, contributing to styling, wardrobe, scenario development, and on-set creative oversight to ensure a cohesive and authentic brand expression across all touchpoints.
As a personal touch, both the tagline and the large-scale handwritten graphics displayed on the exterior of Playdium buildings are my own handwriting!
RESULT
The refreshed brand launched with a bold, cohesive visual identity that elevated Playdium’s presence across physical and digital channels. The creative system was adopted across newly constructed Playdium locations, including multiple sites in Ontario and New Brunswick, helping establish a consistent and recognizable brand experience nationwide. The continued expansion of the brand, including an upcoming Toronto location, demonstrates the longevity and scalability of the identity system.
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, leaving the brand feeling dated and less relevant to a new generation of guests. The goal was to develop a refreshed visual identity and campaign system that would resonate with Gen Z audiences while re-establishing Playdium as a vibrant destination for entertainment, play, and social connection.
SOLUTION
I played a key role in shaping the creative direction of the brand refresh, developing a suite of custom hand-drawn illustrations, graphic elements, and patterns that brought energy, personality, and a contemporary edge to the visual system. I also created the campaign tagline, which became a central component of the refreshed brand identity and is now featured prominently on Playdium locations nationwide. In addition, I supported the art direction of the campaign photography and video content, contributing to styling, wardrobe, scenario development, and on-set creative oversight to ensure a cohesive and authentic brand expression across all touchpoints.
As a personal touch, both the tagline and the large-scale handwritten graphics displayed on the exterior of Playdium buildings are my own handwriting!
RESULT
The refreshed brand launched with a bold, cohesive visual identity that elevated Playdium’s presence across physical and digital channels. The creative system was adopted across newly constructed Playdium locations, including multiple sites in Ontario and New Brunswick, helping establish a consistent and recognizable brand experience nationwide. The continued expansion of the brand, including an upcoming Toronto location, demonstrates the longevity and scalability of the identity system.
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 agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.
With experience across both agency and in-house teams, I create campaigns, brand experiences, and retail marketing for some of Canada's most recognizable brands. My work spans consumer packaged goods, food, retail, and entertainment, with projects ranging from integrated campaigns and experiential activations to editorial design, social content, and in-store environments.
I've partnered with brands including President's Choice®, no name®, PC Financial®, Tim Hortons®, Cineplex®, and Burger King®, helping shape creative from initial concept through final execution. Whether developing campaign platforms, directing photography, building visual systems, or bringing large-scale retail experiences to life, I'm passionate about creating work that connects with people in meaningful and memorable ways.
I hold an Honours BFA from the University of Toronto and a BA from Sheridan College, where I studied printmaking, photography, and design. My creative perspective is shaped by a broad range of influences beyond advertising—from contemporary art and film to music, food, and culture.
Outside of work, you'll usually find me baking, watching films, or playing piano. I'm known to show up at the office with homemade baked goods, and you can follow my baking projects on Instagram at @fablesbaking!
Thanks for stopping by.
az.