Samra Abbasi

• Demonstrated expertise in designing unique, eye-catching, and commercially appealing packaging for a range of Loblaw brands, including PC, No Name, Farmer's Market, and more.

• Conducted comprehensive studies and applied all Loblaw brand design guidelines meticulously to ensure consistency and adherence across all packaging projects.

• Led brand refresh initiatives by developing new iconic brand concepts for packaging and proposing innovative design guidelines to enhance brand identity and market positioning.

• Successfully executed line and size extensions (SKUs) for various existing products under different Loblaw brands, effectively expanding product offerings and maximizing market reach.

• Played a pivotal role in rebranding projects, transitioning products from one brand to another, resulting in national listings and broader market exposure for the brands involved.

• Demonstrated expertise in designing unique, eye-catching, and commercially appealing packaging for a range of Loblaw brands, including PC, No Name, Farmer's Market, and more.

• Conducted comprehensive studies and applied all Loblaw brand design guidelines meticulously to ensure consistency and adherence across all packaging projects.

• Led brand refresh initiatives by developing new iconic brand concepts for packaging and proposing innovative design guidelines to enhance brand identity and market positioning.

• Successfully executed line and size extensions (SKUs) for various existing products under different Loblaw brands, effectively expanding product offerings and maximizing market reach.

• Played a pivotal role in rebranding projects, transitioning products from one brand to another, resulting in national listings and broader market exposure for the brands involved.

• Created and managed new packaging designs in alignment with the Canadian Food Guidelines.

• Led the end-to-end development of their website, ensuring its completion and subsequent maintenance and updates for each new launch.

• Produced a variety of marketing materials, including POS materials, magazine ads, roll-up banners, posters, and sticker labels.

• Designed new logos for upcoming sub-brands and updated existing logos.

• Handled video creation and editing, image and photo editing, corporate brochures and folders, and HTML emails.

• Managed diverse creative tasks, tailored to meet specific customer needs and creative visions.

• Developed strategic communication and marketing plans.

• Collaborated with external agencies to oversee project progress and milestones.

• Orchestrated and art directed photo sessions by selecting photographers and food stylists.

• Established department procedures and quality standards.

• Revamped work strategies and processes to achieve the company's creative objectives.

• Prepared design layouts into prepress files for offset, web, and digital printing.

• Proactively addressed design issues, providing effective solutions. Ensured adherence to branding standards for assigned brands.

Worked on Packaging Designs for renowned Canadian brands:

• Dare - Bear Paws: Created packaging designs for new 5g pouch and Whippet Minis.

• ConAgra: Developed packaging designs for Snack Pack Pudding and Orville Popcorn's New Avengers Movie Promo Pack.

• PepsiCo: Designed packaging for Miss Vickies Popcorn's New Flavour Pack, Applewood Smoked BBQ, and Miss Vickies 'Signature' Popcorn's New Flavour Pack, Salted Caramel & Vanilla Bean.

Also worked on packaging designs for Doritos - Spicy Ranch, Xtra Nachos, and Double Crunch 3D Box.

• Developed web-publication layouts, print ads, and adaptations for multiple brands, including: Chatelaine, Lysol, McDonald's, Roz & Mocha, Breakfast Television Montreal

• Executed designs in line with the overall creative vision and direction, ensuring brand consistency and visual appeal.

• Thrived in fast-paced environments with tight deadlines, consistently delivering successful results.

Engaged in a personal venture encompassing the following activities:

• Logo design, menu creation, brochure development, and annual report design.

• Served as an Art Director, overseeing photo shoots to ensure artistic direction and visual consistency.

• Designed and printed contemporary wedding cards.

• Created magazines for Nishat Linen, one of Pakistan's leading fashion brands.

• Provided creative consultation to Ego, another prominent fashion brand, including packaging design and digital content.

• Worked with various brands such as Nishat, Ego, Bucky's Popcorn, Humaa n Zaara's, IBA, and Pompourri.

At Alkaram, one of Pakistan's largest Fashion Brands and the umbrella company for international brands like MANGO, Baby shop, and Women's Secret, my responsibilities included:

• Coordinating with the advertising agency, Saatchi & Saatchi, to ensure adherence to Alkaram's brand objectives and guidelines for each brand and project.

• Meeting deadlines for all creative marketing tasks assigned to my team.

• Art directing multiple fashion photo shoots featuring renowned local and international fashion photographers.
• Managing in-store visual merchandising and providing support for retail design.

• Overseeing the printing process for each fashion catalogue to ensure quality and timely publication.
Serving as the liaison with various other creative and print vendors.

• Managed a team of Art Directors and Copywriters, overseeing the execution of 360-degree advertising campaigns from initial concept to final implementation.

• Ensured projects aligned with client briefs and met agreed upon timelines.

• Provided Art Direction for photo shoots across various client brands.

• Assisted the Creative Director in producing TV commercials and digital productions.

• Worked with key clients including Unilever, EBM, IBL - SEARLE, Johnson & Johnson and other clients such as Meat One, Tameer Bank, New Jubilee Insurance and Faysal Bank.

Internship Student Reported back to instructor to receive day-to-day tasks and responsibilities. Produced high-quality communications for internal use.