Brand Refresh
Brand drivers such as fresh, friendly, convenient & community were paramount in the evolution of Edo Japan's brand refresh.
This project included reinforcing these brand drivers with an injection of lighthearted fun and creating clean, welcoming environments to connect with customers.
Unique, proprietary visual and written language were created. These images - named Edojis are indicative to Edo Japan's Japanese-inspired offerings and experiences.
These images have the familiarity and style of Japanese kanji's.
Written language created is the coming together of English and Japanese words to create something new and fun to see and say. Still understandable and familiar.
For example - welcome + konnichiwa (good day) = welcomichiwa
SKILLS
• Collaboration
• Art Direction
• Branding
• Concept Design
• Production (Photoshop & Illustrator)
Brand Application to Environments
Art Director in implementing brand assets into Edo Japan stores and Edo Japan's
Head Office.
SKILLS
• Brand Application to Environments
• Art Direction
• Concept Design
• Branding
• Reading plans and creating artwork to scale
• Production (Photoshop & Illustrator)
17th Ave Urban Concept Store
A one-of store in downtown Calgary. The idea was to create a brand application that differed from other Edo Japan stores that would incorporate the urban feel of the building.
SKILLS
• Brand Application to Environments
• Art Direction
• Concept Design
• Branding
• Reading plans and creating artwork to scale
• Production (Photoshop & Illustrator)
My Edo App External Campaign - Transit Takeover
An Out of Home (OOH) campaign to raise awareness of Edo Japan's new ordering app -
MyEdo App - the convenience of ordering ahead as well as the MyEdo Rewards program.
One of the main projects within this campaign was transit takeovers on C-Trains in both Calgary and Edmonton.
The concept for this grew from the idea of 'poking fun' at those travelling on transit who'd normally have their heads in mobile devices. With creative on the roof of trains and lines such as "Those who look up from their phone discover a message for a tastier life", the idea was to engage travellers and at the same time raise awareness with an immersive environment of Edo branding, humour and beautiful food.
SKILLS
• Brand Application to Environments
• Art Direction
• Branding
• Concept Design
• Production (Photoshop & Illustrator)
Always On Campaign - Video Production
As part of Edo's on-going Always On Campaign of 2021, I was involved in the production of various video assets over a 3 day video shoot. Five personas were identified and filmed in various scenarios showing how Edo Japan food fits into their lives.
Accessing all the raw footage, I produced a series of 6 and 15 second videos edited with music and voiceover for various media platforms.
Some of the footage were also utilized in promotional, product-specific deliverables.
I was also food stylist on all of these shoots.
Please click on the banner above to view just some of the videos I produced.
SKILLS
• Collaboration / Ideation
• Art Direction
• Branding
• Food Stying
• Video editing
• Music and voiceover editing
• Tagline and copy creation
• Production (Photoshop, Premier Pro and After Effects)
Sushi + Shariyaki TV Commercials
Two TV Commercials marketing Edo's Sushi selection as well as
Shariyaki Packs.
These commercials carried a budget of $700,000.
Please click on the banner above to view the final results!
SKILLS
• Collaboration / Ideation
• Art Direction
• Food Stying
Food Styling & Stop Motion
I have been food styling for Edo Japan for almost 3 years. It's a part of my job I love and take great pride in. I love working with photographers and watching the food come to life.
Please click on the banner above to watch a stop motion video on the building and styling of the Edo Japan salad. This was done as part of Edo's salad promotional window.
SKILLS
• Collaboration / Ideation
• Art Direction
• Branding
• Food Stying
• Production (Photoshop, Premier Pro, After Effects)
New Product - Cauliflower Rice Awareness Campaign
This campaign was designed to raise awareness of Edo Japan's new product - Cauliflower Rice. As well as a media campaign of display ads, organic and paid social media ads, a contest with a series of fun games were run on Instagram and Facebook.
I created games that were fun and easy, with 'no brainer' answers . The purpose was to gain more followers on both platforms, engaging new and existing followers and raising awareness of this new product. The winner of the contest would be awarded $5000.
The campaign was a great success on all of these fronts with Instagram followers doubling and Facebook followers rising substantially.
Click on the image above to view some of the fun animations I created for the contest!
SKILLS
• Art Direction
• Concept Design
• Branding
• Animation
• Production (Photoshop & After Effects)