Andrea Hull. A retail designer and art director with an eye for an unusual, a love for the beautiful and a flair for the exceptional. Combined with her vast experience and precision expertise in both design and retail, Andrea offers unparalleled integrated design services.
Nations Fresh Foods
FORTUNE Favours The Bold.
Dear the team at Nations Fresh Food,
My name is Andrea and I am Integrated Retail Designer and Art Director with extensive experience in retail advertising in South Africa. I have recently relocated to Toronto and am a Canadian Citizen. I am highly motivated, dynamic and passionate about building brands, specialising in Retail.
Why retail? From conceptualising campaign ideas to shooting products & designing layouts, I thrive on being challenged in more ways than one. I enjoy working with people with different skill sets, working together to create a successful Omni channel campaign and a consistent, engaging brand experience. My skills have been borne out of my work for some of South Africa’s largest retailers, including Ackermans, Pick ’n Pay, Jet, whose products I have reworked, rebranded and repositioned. I also worked for one of the country’s largest health clubs, Virgin Active, strategising and designing its marketing campaigns, and strengthening its brand identity. Almost all of the projects I’ve worked on have had a strong digital component and have included website and email marketing, online display banner ads and branded social media content that fits the campaign concept and overall business strategy.
In my years in the industry, I have been both a part of in-house marketing teams and have worked on a consultancy basis for advertising agencies that range from the large and multinational to the small and boutique. High-profile advertising agencies such as Wunderman, TBWA, M&C Saatchi Abel and Ogilvy, all of which have an international footprint and an array of world-renowned clients.
My professional experience ranges from ideating creative concepts and developing innovative designs, to coordinating photo shoots, working closely with other departments and overseeing the entire creative process. I thrive in fast-pace, deadline-driven working environments that require quick, effective and on-point turnarounds, and relish the opportunity to work on multiple projects at once. I enjoy projects that challenge and stimulate me. Working as a team with people with different skill sets, in which we all come together to create successful campaigns and consistent, engaging brand experiences, offers me exactly the kind of stimulation I take delight in. In every aspect of my work, I seek to drive meaningful engagement through beautiful design to improve brand loyalty.
ANDREA X pick n pay
Pick ’n Pay is South Africa’s second biggest supermarket chain and a much-loved household brand. I have worked extensively on this family-friendly store’s day-to-day requirements, including the look and feel of its lifestyle magazine, fresh food range leaflets, POS and digital content. I also guided an intensive redesign and photographic process.
This work was run through King James, one of South Africa’s leading advertising agencies. In my day-to-day work on the project, I not only ensured brand consistency and design quality between all the elements we produced, but also bridged the gap between King James’ studios in Cape Town and Johannesburg. After all, creativity is all about cohesion.
ANDREA X wellington
ANDREA X Sky Vodka
Sky Vodka, a premium vodka brand, annually sponsors the South African Fashion week. The brief was to create a cocktail menu. I created an alluring fan, an iconic fashionista item. The fan displayed the beautifully crafted cocktail menu while proving a novelty entertaining item at the cocktail tables.
ANDREA X Edgars
MC Saatchi & Abel is one of the top agencies in South Africa. My position was second in command to the Creative Director. Majority of the work for Edgars was digitally based, built & designed website pages, social posts & eblasts.
ANDREA X BRADLOWS
Bradlows has been supplying South Africans with affordable and quality furniture for well over 100 years. I was commissioned by TBWA/OpenCo to refresh Bradlows’ branding and was solely responsible for setting up and managing the brand’s largest photo shoot to date.
This project helped to revive what was a rather worn design and to create a fresh photographic look-and-feel that could be used on any marketing material. The result was modern, functional and elegant. The exceptional work completed on Bradlows meant that I was then commissioned to work on Dutch multinational retail chain Spar, one of the largest food retail stores in South Africa and Africa.