Andy Zvonek

Graphic Design

BRAND IDENTITY - MOTION GRAPHICS - PACKAGING SYSTEMS - DIGITAL CAMPAIGNS -

BRAND IDENTITY - MOTION GRAPHICS - PACKAGING SYSTEMS - DIGITAL CAMPAIGNS -

From concept to launch, I craft visual identities, packaging systems, and digital campaigns that turn products into stories. Here you’ll find examples of how I translate strategy into design that connects with real audiences.

Black Friday Collector’s edition

Each year, Sharpie launches a limited-edition holiday pack designed to stand out on shelves during Black Friday. The goal was to create a giftable, collectible item that offered tremendous value while showcasing Sharpie’s creative spirit. Over two consecutive years, I was trusted as the sole designer to develop both the packaging design featuring a custom illustration, as well as collaborate with the brand team on the interactive spinner activity.

  • The brief called for a pack that:

    • Stood out at retail during the most competitive shopping season.

    • Offered not only 30 Sharpie markers, but also an experience that encouraged creativity.

    • Balanced collectibility and accessibility, appealing to casual users and Sharpie enthusiasts alike.

    The core packaging structure included a spinner wheel, and my challenge was to transform that into a playful, interactive activity that inspired users to create.

  • The initial concept was a game where players spun for multiple prompts (e.g., “feathers + top hat + robot arms”) to draw custom creatures, but this direction wasn’t well received. With just a week to pivot, I created a vibrant octopus illustration whose tentacle interacted with the spinner, simplifying the activity into a single prompt to make it more accessible and fun for all ages. Building on its success, I designed a second limited-edition pack the following year featuring a bold tiger illustration, continuing the high-impact style while offering a fresh collectible.

  • Both editions were successfully launched nationwide on Black Friday, positioned as Sharpie’s flagship seasonal pack.

    The designs achieved strong shelf impact through bold illustration and interactive packaging.

    Being entrusted with this project for two consecutive years reflected the company’s confidence in my ability to deliver on high-visibility, high-stakes work.

    On a personal level, the project marked a milestone in my illustration development, showcasing the custom illustration skills I had been honing across other Sharpie projects.

  • Sole designer responsible for packaging design, illustration, and layout.

    Collaborated with the brand team to shape how the spinner worked as a drawing activity.

    Delivered a final illustration and packaging design under tight timelines, including a last-minute pivot.

Key Takeaways

Showed agility by pivoting direction quickly while maintaining design quality.

Elevated Sharpie’s brand presence with bold, gift-worthy packaging.

Reinforced my role as a creative problem solver who could balance fun, interactivity, and marketability.

Brand Refresh

Krazy Glue was losing shelf presence to aggressive competitors, especially Gorilla Glue with its wall of neon orange packaging. The brand needed a modern refresh to stand out, simplify communication, and reconnect with DIYers, crafters, and everyday consumers.

Role: Lead Designer

Scope: Packaging redesign, logo modernization, brand refresh strategy, packaging system for full product line

Deliverables: Packaging design, icon system, color strategy, design system applied across all SKUs

  • The old packaging was dated, cluttered, and lacked shelf impact. Krazy Glue risked becoming invisible in a category dominated by Gorilla Glue’s neon orange wall of products. The goal:

    • Modernize the Krazy Glue brand

    • Strengthen claims hierarchy (speed, strength, precision)

    • Compete visually with Gorilla Glue by creating a bold,
      differentiated color system

    • Refresh without losing brand recognition

  • Explored modernized logo options (with/without the classic Krazy Glue man).

    Debated keeping the character as part of brand equity. Ultimately, we streamlined the logo, moving away from the mascot while keeping green as a brand anchor for recognition.

    Developed various concepts ranging from close to the original branding and a full overhaul.

  • Adopted a high-contrast neon green + yellow palette, inspired by construction vests, to stand out against Gorilla Glue’s orange.

    Designed custom icons to reinforce claims (1000 lbs, 10 seconds, precision tip, skin guard).

    Built a clear hierarchy: logo > product line banner > claims > materials list.

    Added playful interaction: “Holds over 1000 lbs” icon connected to the “U” in SUPER GLUE with a chain.

Key Takeaways

Led full packaging refresh from concept to rollout.

Balanced modernization with brand recognition.

Applied retail design thinking, shelf psychology, and color strategy to win space back.

Overcame internal skepticism by proving that a bold departure could still feel true to the brand.

E-Commerce Website Refresh

Marketlab, a medical supply company serving healthcare professionals with hard-to-find, specialized products, needed a modern e-commerce platform that reflected its updated identity and made a complex catalog easy for healthcare professionals to shop. As a contract designer, I led the concepting and prototyping of a full website refresh.

  • I owned the visual direction and high-fidelity prototyping for homepage, category and product pages, established UI patterns, and collaborated with marketing and dev teams.

  • I translated Marketlab’s bright orange brand into a clean, modular layout with clear hierarchies for categories, departments, and product attributes. Large, approachable imagery and iconography humanized the medical supply shopping experience, while consistent card layouts and bold CTAs simplified navigation across hundreds of SKUs.

    The resulting prototypes provided Marketlab with a modern, user-friendly framework that elevated brand perception, improved product discoverability, and supported integrated marketing campaigns.

Key Takeaways

Ability to apply a brand system to a large-scale digital experience.

Strength in concepting and prototyping user-friendly layouts for complex product catalogs.

Experience collaborating with marketing and development teams to balance brand, usability, and conversion goals.

Building a Brand from the Ground Up

True North Collective is a Michigan-based cannabis company with a focus on THC gummies, alongside its premium sub-brand Five Star Extracts. From its inception, I partnered with the team to build the brand from the ground up, creating the identity, packaging, merchandise, web presence, and marketing assets. My goal was to set TNC apart in a crowded market by delivering best-in-class design across every touchpoint.

  • As the sole creative partner, I collaborated directly with the marketing team to execute every visual element of the brand. My responsibilities included:

    • Brand identity development (logos, typography, color systems)

    • Packaging design across multiple product lines and sub-brands

    • Apparel and merchandise design

    • Social media content and marketing assets

    • 3D product renderings for marketing and web

    • Website design and development

  • The True North Collective identity was inspired by nature and exploration, clean and modern, but infused with color and life. Each gummy flavor was distinguished by bold color banding and custom illustrations, often referencing the style of vintage travel posters. For Five Star Extracts, the visual system shifted to a premium black-and-gold aesthetic, reinforcing its elevated positioning. To support scalability, I built packaging templates that could easily expand as new flavors and products were introduced.

  • The branding helped TNC establish a strong foothold in a tough marketplace, building trust and recognition among consumers by pairing high-quality design with high-quality products. The packaging stood out on dispensary shelves, and even after I parted ways with TNC, the branding blueprint and packaging system I created are still in use today across the company’s product lines and marketing channels.

Key Takeaways

My work with True North Collective represents one of my broadest and most influential brand partnerships. From identity and packaging to merchandise and marketing, I helped shape every customer touchpoint.

This partnership showcases my ability to:

Build a brand identity from scratch

Translate branding consistently across multiple mediums

Use color psychology, custom illustration, and system design to stand out in a crowded market

Act as a long-term creative partner rather than a one-off designer

Build It Tools - Packaging & Sub-Brand Identity

To build on the massive success of slime, Elmer’s launched Build It Tools to expand its activity category and position itself in creative DIY play for kids. As the sole designer, I developed the sub-brand logo, packaging system, and photography art direction for the full launch lineup, all under an accelerated timeline. My role spanned concepting, logo development, packaging design, art directing the lifestyle photography, and final production for all SKUs and Walmart endcap displays.

  • Elmer’s needed Build It Tools to:

    • Capitalize on slime momentum by extending into creative play/DIY.

    • Inspire kids’ imagination while assuring parents of its educational value.

    • Establish a sub-brand distinct from glue products but still tied to Elmer’s.

    • Launch quickly to secure Walmart endcap placement.

  • I quickly landed on a blueprint-inspired direction that communicated building and creativity. The bold blue palette complemented cardboard’s natural orange while standing out strongly on shelf.

    The packaging itself doubled as a functional cardboard toolbox, reinforcing the hands-on nature of the product. Bundle SKUs showcased every piece with clear renders and quantity callouts, emphasizing value. To inspire kids, I directed photography showing children constructing cardboard builds, while also framing the product as a constructive activity for parents.

    The compressed timeline required efficient workflows, from refining two distinct concept directions, to developing packaging templates, to directing lifestyle photography in coordination with marketing, while maintaining quality across dozens of SKUs.

  • Elmer’s Build It Tools launched nationwide on Walmart endcaps with custom displays I designed, successfully expanding the brand’s presence in the activity category. The packaging system established a distinct look that was interactive, inspiring, and scalable for future product lines.

Key Takeaways

Built a sub-brand identity from scratch, balancing Elmer’s heritage with a fresh look.

Directed photography to align with both kid-focused inspiration and parent-focused clarity.

Delivered a complete identity, packaging system, and retail displays under an accelerated timeline.

Packaging & Brand Refresh

With the launch of a new line of premium electric pencil sharpeners, X-ACTO needed packaging that matched the sleek, professional design of the products. I was tasked with creating a fresh look and feel that would elevate the brand and set the tone for future product lines.

  • As lead designer, my contributions included:

    • Developing multiple brand boards exploring different visual directions for the packaging.

    • Creating the final packaging system for the premium sharpeners.

    • Establishing a visual style that influenced X-ACTO’s branding beyond this line.

  • I designed a clean, modern packaging system with bold product photography, clear claims, and premium finishes that complemented the sharpeners’ industrial design. By presenting several brand boards up front, the team quickly aligned on a direction and accelerated the launch.

  • The new packaging not only helped introduce the premium sharpener line but also set the standard for X-ACTO’s broader brand identity, influencing subsequent product lines and marketing materials.

Key Takeaways

Created a packaging refresh that evolved into a brand refresh, impacting future X-ACTO products.

Balanced premium aesthetics with clear product communication.

Used brand boards to drive faster decision-making and alignment.

Crossbrand Vintage Collection for Latin America

To engage the Latin American market, Sharpie and PaperMate wanted to launch a cross-brand “Vintage Collection” spanning markers, pens, and colored pencils. The goal was to create a nostalgic look that felt authentic to the target demographic while staying true to each brand’s identity.

  • I led the graphic development from concept through production for both the packaging and the barrel artwork. This included creating unified visuals across multiple SKUs — colored pencils, pens, and markers, ensuring the collection felt cohesive yet distinct for each brand.

  • I created a vintage-inspired aesthetic with custom illustrations and color palettes tailored to the Latin American market. The packaging and barrel designs balanced Sharpie’s bold personality with PaperMate’s playful tone, producing a unified look that launched successfully as a cohesive cross-brand program.

Key Takeaways

Directed concept-to-production design across two major brands simultaneously.

Created a cohesive visual system that honored each brand’s distinct style.

Delivered packaging and product artwork that resonated with a regional demographic while maintaining global brand standards.