Jamie Playfair Portfolio

Jamie Playfair Creative Director

Over 30 years driving brands and marketing

Resumē and portfolio

PAGE 1

What I’ve been up to...

Velsoft Training Materials New Glasgow, Nova Scotia, Canada Creative/Art Director Jan 2022 - present Responsible for all creative and brand materials for Velsoft and its clients. Manage a team of production and creative developers for courseware development, promotionals and client-side strategy.

Clients include Food Processing Skills Canada and The Caribbean Tourism Organization.

Advocate Creative Group Halifax, Pictou and Stellarton, Nova Scotia, Canada Creative Director Nov 2012 - Jan 2022 · 9 yrs 3 mos Leader of division, responsible for all management, business planning, and sales development.

Responsible for strategy, concept and development of creative projects within the teams as well as art directing photographers/ videographers, other designers and production artists.

Expertise in strategy and brand development for clients, whether in print or online - with brand development a significant focus.

Also creative director on over a half-dozen publications for various clients and the parent company’s publication division.

Major past clients included Sobeys Inc., Irving Marketing, Wilson’s Fuels and Gas Stops, Cooke Aquaculture, New Brunswick Liquor Corporation, Casino Nova Scotia and Clearwater Seafoods.

PAGE 2

Art Director-Studio Manager Sep 2002 - Nov 2012 · 10 yrs 3 mos Managed the day-to-day of the creative team, including production and creative. As team lead, this included mentoring other team members and leading many creative directions and guiding designers, photographers and videographers to success.

Duties included project scheduling, office management and liasoning with sales.

Honed skills through this period as a traditional designer and maintained a keen interest in the advancements of design and communications technology.

Many clients including Greco Pizza, Newmac Furnaces, Canjet Vacations, PharmaChoice, Maritime Travel, Dalhousie Medical Research Foundation, Stanfields Clothing.

Graphic Designer Oct 1991 - Sep 2002 · 11 yrs 1 mo Part of the inception of the creative division. Responsible for design projects, copywriting and supported many brand and promotional developments with the team. Core responsibilities were focused on the main client, Sobeys, which involved developing promotional materials, flyer development, contests and branded materials.

Target Marketing-Richards Media Stellarton, Nova Scotia, Canada Graphic Designer Mar 1991 - Oct 1992 · 1 yr 8 mos Graphic design for such clients as TRA Foods, Pictou Regional Development Commission, Pictou County Tourist Association

PAGE 3

Marketing, creative & strategy portfolio Significant experience in brand development, research and analysis, graphic design, retail promotions and marketing strategy. Worked with a wide diversity of government,industry, not-for-profit and community groups as well as small, medium and large businesses.

My career has developed through the gracious mentorship of others.

Creative industries thrive on intuition, but can only be harnessed through the sharing of experience and insight.

PAGE 4

Creative direction, design, copywriting

“Whoa there, don’t touch my Caldera.” caldera.ca |

Please drink responsibly.

ADVERTISEMENT

“I said, don’t touch my Caldera.” in Nova Scotia moment caldera.ca |

Please drink responsibly.

Caldera Distillery Campaign development including design, copywriting OUR, UNIQUELY NOVA SCOTIAN

When planning a visit to the north shore, Caldera Distilling is the perfect finish, encapsulating a truly special Nova Scotia moment.

With such a rich history and story surrounding their region, Caldera always looks forward to having guests visit the farm for tours, tastings and special events; a short 25-minute drive from Pictou Lodge. It’s a wonderful opportunity to experience how this beverage is crafted and what makes it so very special.

River John has a remarkable history. Founded by explorers and settled by shipbuilders and farmers, this little port gained worldwide attention for the craftsmanship of its clipper ships and its flourishing agricultural export market. There’s something to be said for the products crafted on the North Shore – a slower

pace, with a focused attention to detail that makes products here so very special.

When Jarret and Tracy Stuart decided to move “back home,” with their young family, they knew they wanted to put that same care into their new products at Caldera Distilling. To the Stuarts, it’s all about those special moments bringing friends and family together – a sense of the sea and shore that speaks to the spirit of their community. This started a journey with purpose – to craft a whisky that resonates with Nova Scotia moments, all from their farm in the historical shipbuilding community of River John, Nova Scotia.

Named after one of the largest ships ever built in River John, the beautiful Caldera represented the pinnacle of what was possible in this

tiny town of skilled shipbuilders.

The Caldera represents the best in craftsmanship – designed to trade with the entire world.

Caldera grow their own traditional grains that thrive in this specific part of the world, giving the ability to impart the soil characteristics into their ingredients, creating for you an authentic local flavour.

Caldera can be enjoyed in three varieties: Hurricane 5 Blended Whisky, or one of their special releases like the Alhambra which captures the Spanish sunset in a bottle or the Champlain; a chance to look east and toast one of this countries great founders Samuel de Champlain.

“Funny, but don’t touch my Caldera.” caldera.ca |

Please drink responsibly.

A made in Nova Scotia moment

our salt air. The ocean defines our culture and our whisky, crafted beverage, it’s a spirit... connected to the heart of the North Shore.

Scotia. Let us welcome you to our fields, farm and friendship.

n, Nova Scotia 1-844-494-4759 www.caldera.ca

PRONOUNCED FLAVOUR, UNIQUELY NOVA SCOTIAN A creation steeped in tradition, seasoned with our salt air. The ocean defines our culture and our whisky, crafted with that same passion. Caldera is more than a beverage, it’s a spirit... connected to the heart of the North Shore.

We’d love for you to explore River John, Nova Scotia. Let us welcome you to our fields, farm and friendship.

Please always drink responsibly.

65 River John Rd., River John, Nova Scotia 1-844-494-4759 caldera.ca Please always drink responsibly.

A made in Nova Scotia moment

When planning a visit to the north shore, Caldera Distilling is the perfect finish, encapsulating a truly special Nova Scotia moment.

With such a rich history and story surrounding their region, Caldera always looks forward to having guests visit the farm for tours, tastings and special events; a short 25-minute drive from Pictou Lodge. It’s a wonderful opportunity to experience how this beverage is crafted and what makes it so very special.

River John has a remarkable history. Founded by explorers and settled by shipbuilders and farmers, this little port gained worldwide attention for the craftsmanship of its clipper ships and its flourishing agricultural export market. There’s something to be said for the products crafted on the North Shore – a slower

pace, wi detail th so very s When decided with the they wan into thei Distilling about th bringing – a sense that spea commun with pur that reso moment historica of River Name ships eve beautiful pinnacle

PRONOUNCED FLAVOUR, UNIQUELY NOVA SCOTIAN A creation steeped in tradition, seasoned with our salt air. The ocean defines our culture and our whisky, crafted with that same passion. Caldera is more than a beverage, it’s a spirit... connected to the heart of the North Shore.

A made in Nov

We’d love for you to explore River John, Nova Scotia. Let us welcome you to our fields, farm and friendship.

65 River John Rd., River John, Nova Scotia 1-844-494-4759 www.caldera.ca Please always drink responsibly.

PRONOUNCED FLAVOUR, UNIQUELY

A creation steeped in tradition, seasoned with our salt air. The ocean define with that same passion. Caldera is more than a beverage, it’s a spirit... conne We’d love for you to explore River John, Nova Scotia. Let us welcome you

65 River John Rd., River John, Nova Scotia 1-844-4 Please always drink responsibly.

PAGE 5

Creative direction, design, copywrit

product campaign

arn grocery savings h every fuel purchase!

Earn grocery savings with every fuel purchase!

Coupons redeemable at participating locations

Coupons redeemable at participating locations

able for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

Earn grocery savings with every fuel purchase!

Earn grocery savings with every fuel purchase!

Coupons redeemable at participating locations

Coupons redeemable at participating locations

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

Earn grocery savings with every fuel purchase!

Earn grocery savings with every fuel purchase!

Coupons redeemable at participating locations

Coupons redeemable at participating locations

arn grocery savings h every fuel purchase!

Earn grocery savings with every fuel purchase!

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

AIR MILES

Coupons redeemable at participating locations

e for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

® Coupons redeemable at participating locations

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

per litre Earn grocery savings with every fuel purchase!

When you pay inside with cash or debit!

AIR MILES

Coupons redeemable at participating locations

®

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details. ® Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Co. and Sobeys Capital Incorporated.

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

per litre Earn grocery savings with every fuel purchase!

Coupons redeemable at participating locations

When you pay inside with cash or debit! † Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details. ® Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Co. and Sobeys Capital Incorporated.

† Coupons redeemable for merchandise at participating Sobeys, Foodland, and Co-op locations in Atlantic Canada, excluding tobacco, prescriptions, lottery, and other non-discountable items. See store for details.

PAGE 6

Convenience/Fuel Divisions, Sobeys Creative direction, design, copywriting

ting

Convenience (Needs), Fuel Division (FastFuel), Sobeys Ongoing brand and campaign development focused on web/ social and at-store promotions design, copywriting

PAGE 7

product branding

True North Salmon / Cooke Aquaculture TheNorth Evolution of Salmon - based on a True Salmon creative frame of mindOfferings in the kitchen; Evolution Creative taking a traditional salmon product, Creative direction, copywriting, infusing a new flavour palette and allowing collaborative market strategy, design, more individual creativity within dishes. photography Our goal was to bring that story to consumers, and distributors.

The Evolution of S A L M O N

Creative Direction, copywriting, collaborative marketing strategy including in-store traffic analysis, design, photography art direction.

The evolution is based on a creative frame of mind in the kitchen; taking a traditional salmon product, infusing a new flavour palette and allowing more individual creativity within dishes. Our goal was to bring that story to buyers, whether consumer or distributor.

PAGE 8

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Nova Scotia’s Bay of Fundy Resort

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Call us today at 1-902-396-8408 or visit: www.coastalnovascotia. ca

Nova Scotia’s Eastern Shore Resort

www.digbypines.ca

Day trips to dream trips, we have a little something for everyone, all just down the road!

Explore the right Eastern or Northern Nova Scotia activity tour for you at our website.

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Destination Eastern and Northumberland Shores Promo development design, copywriting

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vacations!

QUAD $10,219

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Various Clients Connect. Thrive. Lead.

Logo development

THE NORTH SHORE

Design

2021

SINGLE $12,875

Nashville, Memphis and the Smokey Mountains

Price per person in Canadian funds (+ HST) includes airfare from Vancouver, BC

Tri-Country European Tour: Germany, Austria & Italy

HAWAII

MYRTLE BEACH

Niagara Falls, Frankenmuth and Mackinac Island Labrador: Canada’s Last Frontier Myrtle Beach

2022 Peru Hawaiian Cruise and Tour

There is something special about taking the train in Canada, as it was the railroad that linked this country together.

Recreate the great era of train travel as you ride the rails across this beautiful country from Halifax to Jasper aboard VIA’s Sleeper Plus Service and from Banff to Vancouver on the Rocky Mountaineer. Your vacation is complemented by amazing sightseeing opportunities and two-night stays in both Jasper and Banff, and a three-night stay in Vancouver.

September 24, 2021 - 14 Days / 13 Nights Thursday, September 30: Jasper Sightseeing (Breakfast, Dinner) Tour of Jasper including Maligne Lake Free Afternoon in Jasper Friday, October 1: Jasper, AB to Banff, AB (Breakfast) Icefield Parkway Ice Explorer from Columbia Icefields to Athabasca Glacier Glacier Skywalk Lake Louise Arrive in Banff, AB for a two-night stay Saturday, October 2: Banff, AB (Breakfast) Tour of Banff including Bow Falls, Banff Springs Hotel, Tunnel Mountain Sulphur Mountain Gondola to the top of Sulphur Mountain Sunday, October 3: Banff, AB to Kamloops, BC (Continental Breakfast, Lunch) Begin two-day rail tour on the Rocky Mountaineer Banff, Yoho, and Glacier National Parks Spiral Tunnels, Rogers Pass, and Craigellachie Monday, October 4: Kamloops to Vancouver, BC (Continental Breakfast, Lunch) Re-board the Rocky Mountaineer and journey through Canada’s semi-arid desert Thompson River, historic Fraser River, Hell’s Gate in the Fraser Canyon, and Fraser Valley Tuesday, October 5: Victoria Day Trip (Breakfast) Ferry across the strait of Georgia to Vancouver Island Butchart Gardens Tour of Victoria

Atlanti

ask us about these

TWIN $10,949

TRIPLE $10,475

The World’s Greatest Train Trip

AT HOME on

Signature Resorts Marketing & creative developmentupcoming design, copywriting CANADA REIT REIT

Las Vegas, Arizona and Canyon Country California and the Pacific West Coast Branson

CANYON COUNTRY

NASHVILLE

Wednesday, October 6: Vancouver, BC (Breakfast, Dinner) Tour of Vancouver Free Afternoon in Vancouver Farewell Dinner Thursday, October 7: Vancouver, BC to Halifax, NS Included Transfer to Vancouver International Airport (YVR) for your included flight to Halifax

worry free

DESTINATION EASTERN & NORTHUMBERLAND SHORES Friday, September 24: Halifax, NS to Montreal, QC (Lunch, Dinner) Board VIA Rail’s “Ocean” train VIA’s Sleeper Plus Class service to Montreal Service includes your own cabin and access to exclusive lounges and cars with glass ceilings Saturday, September 25: Montreal, QC to Toronto, ON (Breakfast, Lunch, Dinner) Transfer from Montreal to Toronto aboard VIA Rail’s Business Class service Welcome Dinner Sunday, September 26: Toronto (Breakfast, Dinner) Free Morning in Toronto Board VIA Rail’s “Canadian” train VIA’s Sleeper Plus service to Jasper Service includes your own cabin and access to exclusive lounges and cars with glass ceilings Monday, September 27: Ontario & Manitoba (Breakfast, Lunch, Dinner) View the untamed wilderness of Northern Ontario Cross the Canadian Shield to Manitoba Tuesday, September 28: Manitoba & Saskatchewan (Breakfast, Lunch, Dinner) View sweeping views of the vast rolling prairies Wednesday, September 29: Arrive Jasper, AB (Continental Breakfast) Catch your first glimpse of the breathtaking Canadian Rockies Arrive in Jasper National Park for a two-night stay

Other Great Options From Toronto, ON to Vancouver, BC TWIN TRIPLE QUAD SINGLE $10,089 $9529 $9285 $12,119 From Jasper, AB to Vancouver, BC TWIN TRIPLE QUAD SINGLE $5159 $4719 $4535 $6725

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The logo above usedan forintitutional all communication referring to the organization itself from an intitutional perspective.

From Halifax, NS to Banff, AB TWIN $7049

DESTINATION EASTERN & NORTHUMBERLAND SHORES R EDESTINATION IT EASTERN & NORTHUMBERLAND SHORES 18

logo development

TRIPLE $6755

QUAD $6555

SINGLE $8329

Above prices per person Canadian Funds (+ HST and airfare)

ATLANTIC TOURS TOURS 2020 2020 II 1-800-565-7173 1-800-565-7173 I atlantictours.com I reservations@atlantictours.com I II ATLANTIC

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The logo above is used for all communication referring to the organization itself from an intitutional perspective.

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MORE THAN 50 GUARANTEE reservations@atlantictours.com

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PAGE 9

atlantictour

Crombie Reit Creative direction and design

Irving Marketing - Home Heating and Fuel

Irving Energy Heating Design & layout,Home copywriting Design

Trade Show Display

campaign development

New Brunswick Liquor Corporation, ANBLThe Creative direction, copywriting, design operating as Alcool NB Liquor Creative direction, design & layout,, copywriting

Winter Campaign

dark rum

PAGE 10

rhum foncé

RUM TAKEOVER

SE SENIOR EXECUTIVE LEADERSHIP M

MANAGEMENT

S

SUPERVISORY

HS HIGH SKILL SS SEMI SKILL F

industrial baking POSITIONS/CAREER LADDER

FOUNDATIONAL

SAMPLE TITLES

Taking the Pathway Taking the Pathway Taking the Pathway Taking the Pathway Taking the Pathway Understanding career direction in industrial baking

Grain

Animal

Fruit

Candy

Meat

Fruit

Animal

Grain

Bakery

Dairy

Understanding career direction in dairy processing

Grain

Understanding career direction in meat processing

Seafood

Animal

Other

Beverage

Fruit

Candy

Bakery

Dairy

Meat

Candy

Seafood

Other

Beverage

SE

Grain

Animal

Fruit

Candy

Dairy

Bakery

Seafood

Beverage

Meat

Other

Dairy

Cannabis

M

Bakery plant manager Production manager

S

Bakery

Seafood

Beverage

Other

Bakery plant supervisor Production supervisor

Bakery foreperson Baking foreperson Head mixer - bakery

7-10 years of experience in the industrial baking/food processing industry is the most significant requirement

Minimum of 5 years of experience in industrial baking/food processing industry Degree or diploma in food science may be considered an asset Leadership experience

3-5 years of experience in industrial baking/food processing High School Diploma

Cannabis

Senior Executive Leadership Skill Level (SE)

HS

Senior Executive Leadership Skill Level workers typically have extensive experience (e.g.

7-10+) years within the industrial baking/food processing industry, or within other food and beverage processing facilities. They are responsible for managing corporate affairs and lead the strategic direction and vision of the overall organization. Skills in organizational management and business administration are critical.

SS

F

Production line worker - baking Various titles given for specific duties performed on the line or throughout the process of handling and packaging

Minimum 1 year of experience as a Production line worker - baking High School Diploma may be required

Experience as a labourer may be required Some High School education may be considered an asset

Applicable NOC Code(s)

Understanding career direction in Product Development

90010

– Manufacturing manager

Sample Titles for Senior Executive Leadership Skill Level Jobs within the Industrial Baking sector include:

Understanding career direction in Quality Control & Quality Assurance

Copyright © 2022 Food Processing Skills Canada. All rights reserved.

EXPERIENCE / EDUCATION

Director of operations/production VP of operations/production

Cannabis

Cannabis

Meat

Director of Operations/ Production

Industrial baking labourers Various titles given for specific duties performed on the line or throughout the process of handling and packaging

No experience required Some high school education may be considered an asset

VP of Operations/ Production

CAREER PATHWAYS

|

UNDERSTANDING CAREER DIRECTION IN INDUSTRIAL BAKING

9

10

CAREER PATHWAYS

|

UNDERSTANDING CAREER DIRECTION IN INDUSTRIAL BAKING

Copyright © 2022 Food Processing Skills Canada. All rights reserved.

Copyright © 2022 Food Processing Skills Canada. All rights reserved.

Copyright © 2022 Food Processing Skills Canada. All rights reserved.

Copyright © 2022 Food Processing Skills Canada. All rights reserved.

Food Processing Skills Canada Career Pathways booklet series design & layout

Plants and derived products (such as cereals, oilseeds and pulses) are protein-rich and are increasingly used in the production of diverse meat and dairy alternatives, as well as supplements or ingredients of diet/fitness products, animal feed, and bread and pasta.

The global demand for animal protein foods continues to increase, despite plateauing in Western countries.

Animal food protein production will not be able to keep up with the increased global demand for total protein resulting from a growing world population, changing eating habits and greater urbanization. A shift towards plantbased protein is also motivated by food security concerns.

A rise in consumption of plant-based proteins is driven not only by vegetarians and vegans, but also by flexitarians, that is, those individuals who are actively reducing meat and dairy consumption for environmental, ethical and health concerns. In 2021, it was estimated that 10% of Canadians identified as flexitarians.

Executive Summary

Barriers to the adoption of plant-based proteins include high production costs, the taste and feel of certain products, lack of knowledge regarding ingredients or how to prepare the foods, as well as concerns regarding environmental impacts as the production for some plant-based proteins is not considered “clean”.

New technologies and innovation allow for the development of novel products and ingredients. Continued research will facilitate adoption of PBF as their characteristics (such as functional role, taste and texture) are improved. Education and commercialization will also promote the adoption of these foods.

4

THE RISE OF PULSES AND PLANT PROTEINS IN CANADA

The Rise of Pulses and Plant Proteins in Canada

THE RISE OF PULSES AND PLANT PROTEINS IN CANADA

5

Food Processing Skills Canada Mini-case study series design & layout MINI-CASE STUDY

THE RISE OF PULSES AND PLANT PROTEINS IN CANADA

1

Food Processing Skills Canada New front website page design & layout

PAGE 11

social and online examples OUR TEAM PROVIDES MATERIALS IN THE FORMAT BEST SUITED TO YOUR SOCIAL CHANNELS

Social media creative Needs Convenience “Convenient Creations” series and seasonal contest concept, copywriting, design & layout

Social media creative Wax That Tat - Concept, copywriting, design & layout` (click for video - copywriting and editing direction)

Social media creative Destination Eastern and Northumberland Shores promo development concept, creative direction, copywriting

Social media creative campaign Wax That Tat, supporting the Canadian Mental Health Associaltion - Concept, copywriting, design & layout

PAGE 12

Jamie Playfair Creative Director, Velsoft Mobile 1-902-759-7350 Web www.velsoft.com Email jamie@velsoft.com The Velsoft Centre, 352 East River Road, New Glasgow, Nova Scotia, B2H 3P7