https://tanyapedra.com Tanya Pedra Fri, 30 Aug 2024 18:51:38 +0000 https://tanyapedra.com en https://tanyapedra.com/Main Sat, 29 Jan 2022 18:08:45 +0000 Tanya Pedra https://tanyapedra.com/Main Welcome! Tanya is a multidisciplinary Designer and Art Director based in New York with around 10 years of experience in branding, art direction, advertising, print design, and&nbsp;packaging. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;By way of Mexico, Brazil, and Spain, Tanya grew up moving around the globe. She studied Design at Elisava Barcelona School and later attended the Creative Practices Full-Time program at The International Center of Photography (ICP) in New York. ︎&nbsp;︎ Mentoring&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; I had the opportunity to be selected for the AIGA Mentorship Program to mentor early-career creatives in 2021 and 2024. The experience showed me how passionate I am about the service of mentoring young creatives. because I believe that by sharing experiences and knowledge, younger creatives can feel related to the challenges and less alone in the industry. I advocate for women empowerment and transparency for equality. If you have questions or want to share something with me, don’t hesitate to reach out! https://tanyapedra.com/Featured-Work Sat, 29 Jan 2022 18:08:45 +0000 Tanya Pedra https://tanyapedra.com/Featured-Work Featured Work &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; New Balance | Back to school ART DIRECTION / CAMPAIGN New Balance Back to School 2024 campaign. Integrating art direction from previous New Balance creative created consistency across imagery, and casted diverse and upcoming and youth talent to push the New Balance image forward.<img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/316d96312e755de61f55bdd06081bf26741119dafcfd8b95239584c137af0577/TanyaPedra-NB-V2-1.jpg" data-mid="220330011" border="0" src="https://freight.cargo.site/w/1000/i/316d96312e755de61f55bdd06081bf26741119dafcfd8b95239584c137af0577/TanyaPedra-NB-V2-1.jpg" /> Crap Eyewear <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/66873d6e2483996bf6dd8ca9ab291e06b13e070d92bf51cb461c9511a377f0b4/TanyaPedra-Crap-01.jpg" data-mid="181950247" border="0" src="https://freight.cargo.site/w/1000/i/66873d6e2483996bf6dd8ca9ab291e06b13e070d92bf51cb461c9511a377f0b4/TanyaPedra-Crap-01.jpg" /> BRANDING / ART DIRECTION Inspired by the punk culture of the late ’70s, we updated Crap’s brand system to bring a bit of controlled chaos into their existing story. It’s bold, typographic, and celebrates Crap’s core DIY ethos and audience. Lékué PACKAGING / ART DIRECTION / EDITORIAL Development of branding, art direction and communication strategy linked to design, innovation and the joy of cooking at home, with packaging used as the main driver for communicating the product. The pack design conveys Lekue’s five main business principles: functionality, image, excitement, internationalization, communication and, above all, healthy, nutritional food. <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/73f71cb58642228ecce53b96d4e2bfd74476a9cd0a4771ef87000ee096b2f34b/Lekue-12.png" data-mid="220330015" border="0" src="https://freight.cargo.site/w/1000/i/73f71cb58642228ecce53b96d4e2bfd74476a9cd0a4771ef87000ee096b2f34b/Lekue-12.png" /> https://tanyapedra.com/All-Projects-Header Sat, 29 Jan 2022 18:08:46 +0000 Tanya Pedra https://tanyapedra.com/All-Projects-Header All Projects&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; https://tanyapedra.com/New-Balance-Back-to-school-2024-campaign Thu, 22 Feb 2024 05:27:10 +0000 Tanya Pedra https://tanyapedra.com/New-Balance-Back-to-school-2024-campaign New Balance ART DIRECTIONCAMPAIGN New Balance Back to School 2024 campaign. Integrating art direction from previous New Balance creative created consistency across imagery, and casted diverse and upcoming and youth talent to push the New Balance image forward. Assets live in paid media, website and in stores.&nbsp; <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/2fb64a488429ef345427ea57974a218f869f1038ab9cf14498df1330862a87c7/TanyaPedra-NB-V2-4.jpg" data-mid="220329987" border="0" src="https://freight.cargo.site/w/1000/i/2fb64a488429ef345427ea57974a218f869f1038ab9cf14498df1330862a87c7/TanyaPedra-NB-V2-4.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/55e5da3708b4a8de5ab372a2d4b24cf44aeffff5d63ff9c8349a337a78cdb4d7/TanyaPedra-NB-V2-6.png" data-mid="220329999" border="0" src="https://freight.cargo.site/w/1000/i/55e5da3708b4a8de5ab372a2d4b24cf44aeffff5d63ff9c8349a337a78cdb4d7/TanyaPedra-NB-V2-6.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/36301099decaa6b6ca1939902b1e4531c5c00c6c611272684996b80f7d6c3bfb/TanyaPedra-NB-V2-8.jpg" data-mid="220329994" border="0" src="https://freight.cargo.site/w/1000/i/36301099decaa6b6ca1939902b1e4531c5c00c6c611272684996b80f7d6c3bfb/TanyaPedra-NB-V2-8.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/f244133278f43dad388f43078855a8dcb5401c4752a58a56b8e3d631b9031393/TanyaPedra-NB-V2-5.jpg" data-mid="220329991" border="0" src="https://freight.cargo.site/w/1000/i/f244133278f43dad388f43078855a8dcb5401c4752a58a56b8e3d631b9031393/TanyaPedra-NB-V2-5.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/3e1469fd2cd9be4714c242b8c7f41afd400b25056278ac204ed4cf26d8851025/TanyaPedra-NB-V2.jpg" data-mid="220329995" border="0" src="https://freight.cargo.site/w/1000/i/3e1469fd2cd9be4714c242b8c7f41afd400b25056278ac204ed4cf26d8851025/TanyaPedra-NB-V2.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/316d96312e755de61f55bdd06081bf26741119dafcfd8b95239584c137af0577/TanyaPedra-NB-V2-1.jpg" data-mid="220329988" border="0" src="https://freight.cargo.site/w/1000/i/316d96312e755de61f55bdd06081bf26741119dafcfd8b95239584c137af0577/TanyaPedra-NB-V2-1.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/97cc8b59f2c5398e7d21ade0929b50b20deb8c21c57ddf21580823502a8e1fae/TanyaPedra-NB-V2-2.jpg" data-mid="220329989" border="0" src="https://freight.cargo.site/w/1000/i/97cc8b59f2c5398e7d21ade0929b50b20deb8c21c57ddf21580823502a8e1fae/TanyaPedra-NB-V2-2.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/b8247caa297b61b79f5ff0c03c520f785b2bf1969fb620f60be27b794fb9e4c5/TanyaPedra-NB-V2-7.png" data-mid="220330002" border="0" src="https://freight.cargo.site/w/1000/i/b8247caa297b61b79f5ff0c03c520f785b2bf1969fb620f60be27b794fb9e4c5/TanyaPedra-NB-V2-7.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/307d6816795abfd71849e06548122ec4a68dd0197264b8638ce9aabdcb25d74d/TanyaPedra-NB-V2-3.jpg" data-mid="220329990" border="0" src="https://freight.cargo.site/w/1000/i/307d6816795abfd71849e06548122ec4a68dd0197264b8638ce9aabdcb25d74d/TanyaPedra-NB-V2-3.jpg" /> https://tanyapedra.com/Springs-Spiked-Punch Tue, 29 Aug 2023 15:16:05 +0000 Tanya Pedra https://tanyapedra.com/Springs-Spiked-Punch SPRINGS SPIKED PUNCH ART DIRECTIONPACKAGINGVIDEO WHAT IS IT Spring's Spiked Punch is a refreshing, ready-to-drink alcoholic beverage brand developed under Heinekein’s Innovation team. Launched as a part of the ready-to-drink cocktail trend, Spring's Spiked Punch combines natural fruit flavors with a light, bubbly texture, making it a popular choice for social gatherings and outdoor events. THE ASK Emphasizing quality ingredients and convenience to cater to consumers looking for fun and easy beverage options we created still and video campaign assets to launch their product. With a focus on both taste and experience, we introduced and elevated the product by creating a playful and colorful visual language that resonated with their audience and flavors. We worked on refining their packaging and expanding their art direction that guided the creation for visual assets used to launch the brand in social media, website and external communications.&nbsp; <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/6cdacb1536f99e7f96d1127316b394aeffa4bd3b8bafe0f8ccd8dd72b519db77/TanyaPedra-Springs.jpg" data-mid="189205418" border="0" src="https://freight.cargo.site/w/1000/i/6cdacb1536f99e7f96d1127316b394aeffa4bd3b8bafe0f8ccd8dd72b519db77/TanyaPedra-Springs.jpg" /> <img width="2606" height="1264" width_o="2606" height_o="1264" data-src="https://freight.cargo.site/t/original/i/43147e075c90084b0a5405027eb82eb390a40a5e0579ba25571b15a61c498622/TanyaPedra-Springs-2.jpg" data-mid="189439726" border="0" src="https://freight.cargo.site/w/1000/i/43147e075c90084b0a5405027eb82eb390a40a5e0579ba25571b15a61c498622/TanyaPedra-Springs-2.jpg" /> <img width="564" height="702" width_o="564" height_o="702" data-src="https://freight.cargo.site/t/original/i/8786f77634a1f751e804e02360c8194e55cfa2b500aa71d94827ae89dc75bc75/TanyaPedra-Springs-12.gif" data-mid="216139989" border="0" src="https://freight.cargo.site/w/564/i/8786f77634a1f751e804e02360c8194e55cfa2b500aa71d94827ae89dc75bc75/TanyaPedra-Springs-12.gif" /> <img width="562" height="696" width_o="562" height_o="696" data-src="https://freight.cargo.site/t/original/i/9790693a10943987bb76b366e060f8f331099e35fe65617d8c49bd727eff48ce/TanyaPedra-Springs-13.gif" data-mid="216140085" border="0" src="https://freight.cargo.site/w/562/i/9790693a10943987bb76b366e060f8f331099e35fe65617d8c49bd727eff48ce/TanyaPedra-Springs-13.gif" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/30892364c70c75d75df8e2a3c95f1a5acd4d34285b6420025b34baf95df29b58/TanyaPedra-Springs-1.jpg" data-mid="189439721" border="0" src="https://freight.cargo.site/w/1000/i/30892364c70c75d75df8e2a3c95f1a5acd4d34285b6420025b34baf95df29b58/TanyaPedra-Springs-1.jpg" /> <img width="2606" height="1264" width_o="2606" height_o="1264" data-src="https://freight.cargo.site/t/original/i/da092c0ddcbfaf016de46121377479ff5723a77edd4292e83a52ebd52c13abc7/TanyaPedra-Springs-3.jpg" data-mid="189439730" border="0" src="https://freight.cargo.site/w/1000/i/da092c0ddcbfaf016de46121377479ff5723a77edd4292e83a52ebd52c13abc7/TanyaPedra-Springs-3.jpg" /> https://tanyapedra.com/Everly-Life-Insurance Sun, 30 Jan 2022 04:13:20 +0000 Tanya Pedra https://tanyapedra.com/Everly-Life-Insurance EVERLY STRATEGYBRANDINGART DIRECTIONCAMPAIGN WEB DESIGN ILLUSTRATION Everly is a direct-to-consumer life insurance product poised to disrupt the category.&nbsp; The project consisted in re-thinking the brand strategy, positioning and visual identity through a new logo and the creation of new brand guidelines and design systems including fonts, palette, layouts, illustration style and photo style. These assets were then applied to the company’s website, app, social media, newsletters, merch, events, internal collateral and displayed in out of home marketing. The task also required collaborating and directing external partners such as an illustrator, animatiors, and voice recording production company.&nbsp;Everly is now home to an adorable grim reaper named Grimmy, who hung up his robe and scythe to help people live rich, full lives. TikTok / Instagram / Animation <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/c5d2b746e997c374eea1bc9e44f47b08007a8deb9aec6bff55f53cde68cd0f07/Everly-01.png" data-mid="131969572" border="0" src="https://freight.cargo.site/w/1000/i/c5d2b746e997c374eea1bc9e44f47b08007a8deb9aec6bff55f53cde68cd0f07/Everly-01.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/7bc908c9b2d3cfd3fa3db5239da0543c75618d05250de1901001dbf4cd65cfe4/Everly-02.png" data-mid="131971314" border="0" src="https://freight.cargo.site/w/1000/i/7bc908c9b2d3cfd3fa3db5239da0543c75618d05250de1901001dbf4cd65cfe4/Everly-02.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/4062240113c23549f7d5ad2e5a7d5c5fad000376ca6077abd8184fc9421dacfc/Everly-03.png" data-mid="131971714" border="0" src="https://freight.cargo.site/w/1000/i/4062240113c23549f7d5ad2e5a7d5c5fad000376ca6077abd8184fc9421dacfc/Everly-03.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/85db3a611d6fa5f76ab758c667463307caff6380f5ef8cbcc97035d614ea21ea/TanyaPedra-Everly-5.jpg" data-mid="223005660" border="0" src="https://freight.cargo.site/w/1000/i/85db3a611d6fa5f76ab758c667463307caff6380f5ef8cbcc97035d614ea21ea/TanyaPedra-Everly-5.jpg" /><img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/8345f710907a4b8e52943142a04def54d757810994e90f2442a4b059f85bdd9e/everly-phone-e.jpeg" data-mid="179101312" border="0" src="https://freight.cargo.site/w/1000/i/8345f710907a4b8e52943142a04def54d757810994e90f2442a4b059f85bdd9e/everly-phone-e.jpeg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/83f2593ba9d752b7a185e2f6d959c9cc1d8d32f766d69f38aca85e1910d5527d/Everly-04.png" data-mid="131971762" border="0" src="https://freight.cargo.site/w/1000/i/83f2593ba9d752b7a185e2f6d959c9cc1d8d32f766d69f38aca85e1910d5527d/Everly-04.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/704425f10da9709a3b8ed40744124e3d9232cf5e86a6e4417aef7c5395a36fc6/_Grimmy_Travolta_Dance_GIF.gif" data-mid="218418590" border="0" src="https://freight.cargo.site/w/1000/i/704425f10da9709a3b8ed40744124e3d9232cf5e86a6e4417aef7c5395a36fc6/_Grimmy_Travolta_Dance_GIF.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ea90ee74b41531663e73f6a100c6b09e076690cf43fc53096ad0a3ae81f4876a/_Evie_Check_01.gif" data-mid="218419276" border="0" src="https://freight.cargo.site/w/1000/i/ea90ee74b41531663e73f6a100c6b09e076690cf43fc53096ad0a3ae81f4876a/_Evie_Check_01.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/53ae915b9a081c998eae4f8a7de62281cb5ee177ca4c5150842f26f6be30f537/_Mort_01.gif" data-mid="218419277" border="0" src="https://freight.cargo.site/w/1000/i/53ae915b9a081c998eae4f8a7de62281cb5ee177ca4c5150842f26f6be30f537/_Mort_01.gif" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/117074bc059980454092209f0bb6f30e5e8de7411a4840f1d52deb99aca18285/TanyaPedra-Everly.jpg" data-mid="223005318" border="0" src="https://freight.cargo.site/w/1000/i/117074bc059980454092209f0bb6f30e5e8de7411a4840f1d52deb99aca18285/TanyaPedra-Everly.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/4eb5b111fa4126e1e746a0324b7038f7d8fd1fb66556eaf912237a9c9ca948a2/TanyaPedra-Everly-1.jpg" data-mid="223005657" border="0" src="https://freight.cargo.site/w/1000/i/4eb5b111fa4126e1e746a0324b7038f7d8fd1fb66556eaf912237a9c9ca948a2/TanyaPedra-Everly-1.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/e58243b9f3f68c001e24164666d9c34bb33ab7a87eb8d0464ff0a7300880b886/Everly-07.png" data-mid="131972036" border="0" src="https://freight.cargo.site/w/1000/i/e58243b9f3f68c001e24164666d9c34bb33ab7a87eb8d0464ff0a7300880b886/Everly-07.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/4351b2b58c4206ca8f4c3eaaf2edbe2e5bef3227c841133e0a0e4c3e77835b97/TanyaPedra-Everly.png" data-mid="223005662" border="0" src="https://freight.cargo.site/w/1000/i/4351b2b58c4206ca8f4c3eaaf2edbe2e5bef3227c841133e0a0e4c3e77835b97/TanyaPedra-Everly.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/26ca41ff2436fffe404b10a8117d751cc12cf8fb7f50db1c247400548976369d/Everly-12.png" data-mid="142333966" border="0" src="https://freight.cargo.site/w/1000/i/26ca41ff2436fffe404b10a8117d751cc12cf8fb7f50db1c247400548976369d/Everly-12.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/33d1cb8905c634e8eecb495134a11fe4c5db723f836c4016e52df014df0e6497/Everly-08.png" data-mid="131972153" border="0" src="https://freight.cargo.site/w/1000/i/33d1cb8905c634e8eecb495134a11fe4c5db723f836c4016e52df014df0e6497/Everly-08.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/231ac8b7374b66fa6d7a52b7da919185121625475e5274cf57265bdc18eed7d9/Everly-06.png" data-mid="131971933" border="0" src="https://freight.cargo.site/w/1000/i/231ac8b7374b66fa6d7a52b7da919185121625475e5274cf57265bdc18eed7d9/Everly-06.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/25434f80008f97ecceebd9199cfcb5d676c30131d855c2373525d06565991b15/Everly-09.png" data-mid="131972220" border="0" src="https://freight.cargo.site/w/1000/i/25434f80008f97ecceebd9199cfcb5d676c30131d855c2373525d06565991b15/Everly-09.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/310681d777d92854696b487b07db99f6cf0ddf84b23dac121e018929e8a6c717/Everly-10.png" data-mid="131972415" border="0" src="https://freight.cargo.site/w/1000/i/310681d777d92854696b487b07db99f6cf0ddf84b23dac121e018929e8a6c717/Everly-10.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/80c37637f6b1897650313d7da92f21a18a4066a4f20218b9f35ed9eb7ca15b77/Everly-11.png" data-mid="131972488" border="0" src="https://freight.cargo.site/w/1000/i/80c37637f6b1897650313d7da92f21a18a4066a4f20218b9f35ed9eb7ca15b77/Everly-11.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/0c303e9e6a55e1d067d5cbd709dcaf523c90cab5e635959163388337f4399ce5/TanyaPedra-Everly-2.png" data-mid="223005658" border="0" src="https://freight.cargo.site/w/1000/i/0c303e9e6a55e1d067d5cbd709dcaf523c90cab5e635959163388337f4399ce5/TanyaPedra-Everly-2.png" /> <img width="1921" height="1081" width_o="1921" height_o="1081" data-src="https://freight.cargo.site/t/original/i/11170ba8a674657f274877a772a718e10b807509366d5f31dedc6528fe3dc02f/everly-case-study_end.png" data-mid="179101270" border="0" src="https://freight.cargo.site/w/1000/i/11170ba8a674657f274877a772a718e10b807509366d5f31dedc6528fe3dc02f/everly-case-study_end.png" /> THE EVERLY STORY&nbsp; For too long, traditional life insurance has mainly been a great choice for people with access to an agent. But the fees, rules, and gatekeepers still keep some of the advantages out of reach for most. Everly makes its mission to offer a better experience. Everly builds cash value for riders and their beneficiaries that they can use while offering the same protection offered by term. Having life insurance that builds wealth is the opposite of throwing your money away and as smart as investing in the purchase of a house. Most life insurance companies that offer full coverage for life are stuck in the past of paperwork. Because they are inherently complicated, it’s easy for them to hide fees inside a complex process that’s intentionally hard to understand. Everly has done away with all of that, to show clients how smarter insurance can work for them. CORE VALUES Why isn’t life insurance just called death insurance? The way most companies do it now, it should be. They take your money for years and then you only get something when you die. And really, you don’t get anything. There’s no Bank of the Afterlife, after all. Everly believes in living. That’s why Everly is life insurance made for living. Not just protecting people from the things that are statistically speaking unlikely to happen. With Everly the money you put into your life insurance also becomes money you can actually use. https://tanyapedra.com/Crap-Eyewear Wed, 17 May 2023 18:56:16 +0000 Tanya Pedra https://tanyapedra.com/Crap-Eyewear CRAP EYEWEAR BRAND REFRESHMENTART DIRECTION WHAT IS IT Crap Eyewear makes funky, bio-acetate sunglasses without the heavy markup. All of their products are designed and tested beachside in Los Angeles, CA, by a close-knit family of surfers, skaters, musicians, and artists.THE ASKCrap wanted to refine their brand identity and create an all-new custom web experience that better reflected their values, story and style to better embrace their roots in LA counterculture. SOLUTIONInspired by the punk culture of the late ’70s, we updated Crap’s brand system to bring a bit of controlled chaos into their existing story. It’s bold, typographic, and celebrates Crap’s core DIY ethos and audience. <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/66873d6e2483996bf6dd8ca9ab291e06b13e070d92bf51cb461c9511a377f0b4/TanyaPedra-Crap-01.jpg" data-mid="179746009" border="0" src="https://freight.cargo.site/w/1000/i/66873d6e2483996bf6dd8ca9ab291e06b13e070d92bf51cb461c9511a377f0b4/TanyaPedra-Crap-01.jpg" /><img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/4c0c397c6151e3a03f3e9e9faf50e05293b29654b620f78b8e116de3571036f7/TanyaPedra-Crap-02.jpg" data-mid="179751054" border="0" src="https://freight.cargo.site/w/1000/i/4c0c397c6151e3a03f3e9e9faf50e05293b29654b620f78b8e116de3571036f7/TanyaPedra-Crap-02.jpg" /><img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/c9ee19e397c57433d05d60a0e04cb91a39cafa66277239131fefb7a0d96813ac/TanyaPedra-Crap-03.jpg" data-mid="179751059" border="0" src="https://freight.cargo.site/w/1000/i/c9ee19e397c57433d05d60a0e04cb91a39cafa66277239131fefb7a0d96813ac/TanyaPedra-Crap-03.jpg" /> <img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/1258236905f7665a08f67cfeb6295b2efabfe1a891d6bc590c8ba4579d2a57ed/TanyaPedra-Crap-04.jpg" data-mid="179751064" border="0" src="https://freight.cargo.site/w/1000/i/1258236905f7665a08f67cfeb6295b2efabfe1a891d6bc590c8ba4579d2a57ed/TanyaPedra-Crap-04.jpg" /> <img width="2606" height="1132" width_o="2606" height_o="1132" data-src="https://freight.cargo.site/t/original/i/7426f34bbd452739da18b67a2fd416e9329d01d5b8114f02edb2180de4c6bc23/TanyaPedra-Crap-05.jpg" data-mid="179751078" border="0" src="https://freight.cargo.site/w/1000/i/7426f34bbd452739da18b67a2fd416e9329d01d5b8114f02edb2180de4c6bc23/TanyaPedra-Crap-05.jpg" /> <img width="2606" height="1242" width_o="2606" height_o="1242" data-src="https://freight.cargo.site/t/original/i/5ba5634dc99f50f98828d066792c4e8f200db7a8aafd921cfb6052444758588a/TanyaPedra-Crap-07.jpg" data-mid="179751145" border="0" src="https://freight.cargo.site/w/1000/i/5ba5634dc99f50f98828d066792c4e8f200db7a8aafd921cfb6052444758588a/TanyaPedra-Crap-07.jpg" /><img width="2606" height="1242" width_o="2606" height_o="1242" data-src="https://freight.cargo.site/t/original/i/22e3fc18ca6c87af762cfcbf626c141f1f6c3499e25bba8cb9ca20248e53dd89/TanyaPedra-Crap-06.jpg" data-mid="179751096" border="0" src="https://freight.cargo.site/w/1000/i/22e3fc18ca6c87af762cfcbf626c141f1f6c3499e25bba8cb9ca20248e53dd89/TanyaPedra-Crap-06.jpg" />Their new site served as a white canvas to present Crap’s re-branding and new look to position the brand competitively with other brands in the space. The final site is a visual feast that’s conversion-focused, community-driven, and 100% crappy. <img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/5dc6198c140f03fb63ede976a832b6d50bb444b9c3620166fd7ec32e8fc8dd1a/TanyaPedra-Crap-08.jpg" data-mid="179751156" border="0" src="https://freight.cargo.site/w/1000/i/5dc6198c140f03fb63ede976a832b6d50bb444b9c3620166fd7ec32e8fc8dd1a/TanyaPedra-Crap-08.jpg" /> <img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/23c00f90e36f9b15e74d2e3d0696e71a10a79262e7a999db6ec3c21b8f95dbcd/TanyaPedra-Crap-09.jpg" data-mid="179751181" border="0" src="https://freight.cargo.site/w/1000/i/23c00f90e36f9b15e74d2e3d0696e71a10a79262e7a999db6ec3c21b8f95dbcd/TanyaPedra-Crap-09.jpg" /> <img width="2606" height="1303" width_o="2606" height_o="1303" data-src="https://freight.cargo.site/t/original/i/5afeb1ccf3e25ca69c93738c8ffe69ff2b549f1adba06b825bff4ce7f55f86c7/TanyaPedra-Crap-10.jpg" data-mid="179751184" border="0" src="https://freight.cargo.site/w/1000/i/5afeb1ccf3e25ca69c93738c8ffe69ff2b549f1adba06b825bff4ce7f55f86c7/TanyaPedra-Crap-10.jpg" /> www.crapeyewear.com https://tanyapedra.com/Endeavor-Streaming Fri, 30 Aug 2024 18:51:38 +0000 Tanya Pedra https://tanyapedra.com/Endeavor-Streaming Endeavor Streaming BRANDING ART DIRECTION Endeavor Streaming had several design challenges in their brand, including a muted color palette, ineffective vector art, limited photography and lack of art direction. They needed a solution to refresh their visual identity that aligned with their modern, aspirational image and resolved design inconsistencies. The solution to tackle these challenges was to create a refreshed visual identity with a new design system, color palette, typography, clear art direction and updated brand guidelines book for cohesive design.&nbsp; The new visual identity was then applied to website, social media platforms, company wide documents, events and other collateral materials.&nbsp; The result positioned Endeavor Streaming as a modern, aspirational brand, distinct from typical tech companies and aligning with a sophisticated, editorial style. <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/620f4fe9442ed1a03a9f9b2d3da5ba792593e0b706f6166030a51944c23b0a43/TanyaPedra-Endeavor-01.jpg" data-mid="222911362" border="0" src="https://freight.cargo.site/w/1000/i/620f4fe9442ed1a03a9f9b2d3da5ba792593e0b706f6166030a51944c23b0a43/TanyaPedra-Endeavor-01.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/e1f5614c26392912f181f776cfddb2c72983521c8779ca5f40c6c0f15f53a179/TanyaPedra-Endeavor-02.jpg" data-mid="222911363" border="0" src="https://freight.cargo.site/w/1000/i/e1f5614c26392912f181f776cfddb2c72983521c8779ca5f40c6c0f15f53a179/TanyaPedra-Endeavor-02.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/9fbc6f6a54c7c5d2295e5497a9930a7de3a76d59b2b4ccc7576d7844a9b9bb09/TanyaPedra-Endeavor-03.jpg" data-mid="222911364" border="0" src="https://freight.cargo.site/w/1000/i/9fbc6f6a54c7c5d2295e5497a9930a7de3a76d59b2b4ccc7576d7844a9b9bb09/TanyaPedra-Endeavor-03.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/33273158546351a38a604eeba18897ef09140520b3804cd91b0821fe4705dde7/TanyaPedra-Endeavor-4.jpg" data-mid="222911365" border="0" src="https://freight.cargo.site/w/1000/i/33273158546351a38a604eeba18897ef09140520b3804cd91b0821fe4705dde7/TanyaPedra-Endeavor-4.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/dde9024c1cf96c6d2221b6e0f9b24897ff8de209da574061cb2c56384673030d/TanyaPedra-Endeavor-5.jpg" data-mid="222911366" border="0" src="https://freight.cargo.site/w/1000/i/dde9024c1cf96c6d2221b6e0f9b24897ff8de209da574061cb2c56384673030d/TanyaPedra-Endeavor-5.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/07daf58ea74551ab00c51a1baedbb9eb58ef95b1c63c5e0f23898167afd43e91/TanyaPedra-Endeavor-6.png" data-mid="222911367" border="0" src="https://freight.cargo.site/w/1000/i/07daf58ea74551ab00c51a1baedbb9eb58ef95b1c63c5e0f23898167afd43e91/TanyaPedra-Endeavor-6.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/4f683721884709ed3392e4535ffd527b16295240f41e92cbcd739a59280b5c12/TanyaPedra-Endeavor-7.jpg" data-mid="222911368" border="0" src="https://freight.cargo.site/w/1000/i/4f683721884709ed3392e4535ffd527b16295240f41e92cbcd739a59280b5c12/TanyaPedra-Endeavor-7.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/d294029a8ac63003d2e936b8e06db33728eba7ccb5209794525b7faf22d190a4/TanyaPedra-Endeavor-8.jpg" data-mid="222911369" border="0" src="https://freight.cargo.site/w/1000/i/d294029a8ac63003d2e936b8e06db33728eba7ccb5209794525b7faf22d190a4/TanyaPedra-Endeavor-8.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/671a32893cf81b4f6ab2bc8a215823868904253344fcde598094bdfd53d7bcce/TanyaPedra-Endeavor-9.png" data-mid="222911370" border="0" src="https://freight.cargo.site/w/1000/i/671a32893cf81b4f6ab2bc8a215823868904253344fcde598094bdfd53d7bcce/TanyaPedra-Endeavor-9.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/71c27280fa2dc3a9b94318e2a08239bbbfe61fde15cf6be708edeab2d0361129/TanyaPedra-Endeavor-14.jpg" data-mid="223082944" border="0" src="https://freight.cargo.site/w/1000/i/71c27280fa2dc3a9b94318e2a08239bbbfe61fde15cf6be708edeab2d0361129/TanyaPedra-Endeavor-14.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/9a6771d3202b97ae2036186e8a070b152f01a5c771501d6afcfcec5ebefb133b/TanyaPedra-Endeavor-10.jpg" data-mid="222911371" border="0" src="https://freight.cargo.site/w/1000/i/9a6771d3202b97ae2036186e8a070b152f01a5c771501d6afcfcec5ebefb133b/TanyaPedra-Endeavor-10.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/4ae9570e4e102efdb4b638c3c01e0a2fac94197fe88bb2e92bf1abd877f247d4/TanyaPedra-Endeavor-12.jpg" data-mid="222911373" border="0" src="https://freight.cargo.site/w/1000/i/4ae9570e4e102efdb4b638c3c01e0a2fac94197fe88bb2e92bf1abd877f247d4/TanyaPedra-Endeavor-12.jpg" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/e78d471ea442c0e6aa106452402b1572ea8955a31bcd1f0dfe722e3aec0dc892/TanyaPedra-Endeavor-11.png" data-mid="222911372" border="0" src="https://freight.cargo.site/w/1000/i/e78d471ea442c0e6aa106452402b1572ea8955a31bcd1f0dfe722e3aec0dc892/TanyaPedra-Endeavor-11.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/e9b1ed57f8c4dda30e3cff6e4ec228438acbf5aaadc28de939cb2fccf5db154a/TanyaPedra-Endeavor-13.jpg" data-mid="222911374" border="0" src="https://freight.cargo.site/w/1000/i/e9b1ed57f8c4dda30e3cff6e4ec228438acbf5aaadc28de939cb2fccf5db154a/TanyaPedra-Endeavor-13.jpg" /> https://tanyapedra.com/Hippeas-Snacks Mon, 08 May 2023 18:03:26 +0000 Tanya Pedra https://tanyapedra.com/Hippeas-Snacks HIPPEAS ART DIRECTIONCAMPAIGNSTRATEGYVIDEO 3D Bulding a Mind-Flavoring Campaign - Hippeas is a vegan, sustainable, better-for-you challenger stirring up a revolution in the junk food aisle.&nbsp;Our initial challenge was to figure out how to boldly highlight flavor, while building on their existing hippie heritage. So, we dug into one element of hippie culture that hadn’t really been explored, and pushed some boundaries along the way. <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/e676d5c5b857095679d9ffaf620fcc0dcb64dff8789c79e3342a62a30ca07ac5/Hippeas-photo-1.png" data-mid="178069876" border="0" src="https://freight.cargo.site/w/1000/i/e676d5c5b857095679d9ffaf620fcc0dcb64dff8789c79e3342a62a30ca07ac5/Hippeas-photo-1.png" /> STRATEGIC POSITIONING Taking its cues from the 60s counterculture, the brand sought to make a big brand awareness play and get themselves out there with a bold, sunshine-soaked campaign. <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/c50bb963c24c785ed9dd70959d234082c58e930e8878ae8146e81f37f08bfc9f/Zero_Hippeas_OOH2.png" data-mid="178081816" border="0" src="https://freight.cargo.site/w/1000/i/c50bb963c24c785ed9dd70959d234082c58e930e8878ae8146e81f37f08bfc9f/Zero_Hippeas_OOH2.png" /><img width="1981" height="1141" width_o="1981" height_o="1141" data-src="https://freight.cargo.site/t/original/i/214e5a9b9b48b7b5f40f54cfaa7e003b64cec1f586cd9e0b39508a0f00f64299/Zero_Hippeas_fullbleed_1.jpg" data-mid="178073285" border="0" src="https://freight.cargo.site/w/1000/i/214e5a9b9b48b7b5f40f54cfaa7e003b64cec1f586cd9e0b39508a0f00f64299/Zero_Hippeas_fullbleed_1.jpg" /> For each concept, we created distinct fantasy worlds where the puffs can transport you to. We adopted a modular approach to the content, shooting full hero videos with the option to cut them down for various platforms. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/748365d79173e0894d01dcb85a4e278062f59774a20c4ecc2b6e8a1ac3e9e037/PuffSunglasses_1080x1080_02.png" data-mid="178081291" border="0" src="https://freight.cargo.site/w/1000/i/748365d79173e0894d01dcb85a4e278062f59774a20c4ecc2b6e8a1ac3e9e037/PuffSunglasses_1080x1080_02.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/44b46dd27e5efd647b5d16745e782d8c20528e9c4f99d14eaf1705f594370fe2/PuffSunglasses_1080x1080_04.png" data-mid="178081309" border="0" src="https://freight.cargo.site/w/1000/i/44b46dd27e5efd647b5d16745e782d8c20528e9c4f99d14eaf1705f594370fe2/PuffSunglasses_1080x1080_04.png" /> Using a hybrid of studio photography, video, and 3D, we brought these worlds to life by shooting on green screen and bringing in larger-than-life puffs and fantastical worlds in post-production. <img width="2606" height="1124" width_o="2606" height_o="1124" data-src="https://freight.cargo.site/t/original/i/3855c587d5f965cd47c0ad6e1eef675d8c6375afd7240243974d4bf4b5a91d51/Zero_Hippeas_Process.png" data-mid="178838171" border="0" src="https://freight.cargo.site/w/1000/i/3855c587d5f965cd47c0ad6e1eef675d8c6375afd7240243974d4bf4b5a91d51/Zero_Hippeas_Process.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/cb7fa659aa40825a9b1f4eb64570389163ee26be9ce9b06b796056f229f0f4b0/Zero_Hippeas_FlyingPuff.jpg" data-mid="178840544" border="0" src="https://freight.cargo.site/w/1000/i/cb7fa659aa40825a9b1f4eb64570389163ee26be9ce9b06b796056f229f0f4b0/Zero_Hippeas_FlyingPuff.jpg" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/1f93d3b10e1893aed71db4e28cde8ead8c00e82e7a584dc1bbca547984a8afc4/Zero_Hippeas_AngelPuff.jpg" data-mid="178840684" border="0" src="https://freight.cargo.site/w/1000/i/1f93d3b10e1893aed71db4e28cde8ead8c00e82e7a584dc1bbca547984a8afc4/Zero_Hippeas_AngelPuff.jpg" /> https://tanyapedra.com/Champ Sat, 29 Jan 2022 18:08:47 +0000 Tanya Pedra https://tanyapedra.com/Champ CHAMP ART DIRECTION BRANDING WEB DESIGN WHAT IS IT Champ, a new player in the field of sexual health and wellness that is reimagining how people shop for sex stuff. To overcome the sometimes unpleasant experience of shopping for condoms, Champ created products anyone would be proud to buy in public—offering them online DTC and delivered in discreet packages. CHALLENGEThe condom category is not famous for innovation. Or empathy. Not surprisingly, that gulf in understanding between brands and consumers resulted in a condom-buying experience that was confusing, frustrating, and too often embarrassing whether shopping in-store or online.SOLUTIONNew branding, voice, web and art direction inspired in the vintage original Champ Prophylactics packaging form the 1950s and baseball cards. All which inspired the creative behind the campaign “Come Prepared.”Re-imagining the brand through creative exploration to position it behind the campaign “Come Prepared.” Taking inspiration from the vintage original Champ Prophylactics packaging form the 1950s and baseball cards. Giving a nod to a player's uniform as well as concepting the art direction that evoked a warm throwback to vintage baseball cards the resulting imagery would be utilized in the brand’s website, social media and external retailers such as Urban Outfitters.&nbsp; <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/beea3186cd7b0379bdfb3bea224d366440ff0d06c98d7b68d1e374c963d94fa5/Champ-01.png" data-mid="131880154" border="0" src="https://freight.cargo.site/w/1000/i/beea3186cd7b0379bdfb3bea224d366440ff0d06c98d7b68d1e374c963d94fa5/Champ-01.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/51bf55a8bf306ce67a62a5fc2afc9c0669be582fc86ec64259f4df84ac9893e1/Champ-02.png" data-mid="131881824" border="0" src="https://freight.cargo.site/w/1000/i/51bf55a8bf306ce67a62a5fc2afc9c0669be582fc86ec64259f4df84ac9893e1/Champ-02.png" /><img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/3c7728713e3bb1ed7df9f3bb4d1b32f34ddc1a6c65586ac451d5cec4fb49263d/Champ-06.png" data-mid="131882160" border="0" src="https://freight.cargo.site/w/1000/i/3c7728713e3bb1ed7df9f3bb4d1b32f34ddc1a6c65586ac451d5cec4fb49263d/Champ-06.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/386f7bd14caa52d3d353ab40c5d98cc088cf3f911ca94da74c6351e0b826aed3/Champ-03.png" data-mid="131882043" border="0" src="https://freight.cargo.site/w/1000/i/386f7bd14caa52d3d353ab40c5d98cc088cf3f911ca94da74c6351e0b826aed3/Champ-03.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/1e0b81ba1ebc7dcae1ecb91c24b3bab8ded0030ee9e51903f505df7d27644462/Champ-05.png" data-mid="131882099" border="0" src="https://freight.cargo.site/w/1000/i/1e0b81ba1ebc7dcae1ecb91c24b3bab8ded0030ee9e51903f505df7d27644462/Champ-05.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/9e04eb1cf5a3bb7afdbfd5fdf6d41189173ef3c8184427fd1e9a503a57255908/Champ-08.png" data-mid="131882369" border="0" src="https://freight.cargo.site/w/1000/i/9e04eb1cf5a3bb7afdbfd5fdf6d41189173ef3c8184427fd1e9a503a57255908/Champ-08.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/8c69991b0ee2febe8ddb9ea7aa682052dcbbb7e76e99c886bdb6933c534de999/Champ-04.png" data-mid="131882064" border="0" src="https://freight.cargo.site/w/1000/i/8c69991b0ee2febe8ddb9ea7aa682052dcbbb7e76e99c886bdb6933c534de999/Champ-04.png" /> <img width="2606" height="1467" width_o="2606" height_o="1467" data-src="https://freight.cargo.site/t/original/i/1b6c67b85e973b7d65d8a145423d935c39c4323184f06e52412115be1a6fd421/Champ-07.png" data-mid="131882208" border="0" src="https://freight.cargo.site/w/1000/i/1b6c67b85e973b7d65d8a145423d935c39c4323184f06e52412115be1a6fd421/Champ-07.png" /> Featured on The Dieline,&nbsp;Brand New.