Chad Burnie is an award-winning art director with over 15 years of experience across various advertising media including print, outdoor, digital, social, broadcast, and experiential. This document provides branding guidelines for Chad Burnie's identity and details approved uses of his name and image across different applications and campaigns. It outlines key elements of Chad Burnie's brand including approved colours, proper sizing, common variations of his role, and examples of improper uses. The document also showcases Chad Burnie's work through various case studies and integrations across multiple channels.

1. identity of an art director
chad@chadburnie.com | 416.452.7533

2. contents
1 introduction
2 the brand
2.1 colour
2.2 scale
2.3 variations
2.4 placement
2.5 improper use
3 applications
3.1 print
3.2 out-of-home
3.3 digital
3.4 social
3.5 experiential
3.6 broadcast
3.7 integrated campaign
4 resources

3. 1
Established in 2003, Chad Burnie is an award winning and passionate Art Director with a wealth of
experience, focusing on the ideation and creation of memorable advertising across multiple media:
print, out-of-home, digital, social, broadcast, and experiential.
Never afraid to get his hands dirty, Chad Burnie throws himself into every project. A print campaign,
a commercial, internal poster or letterhead – no job is too big or too small. City of Toronto, Chevrolet,
GM, Mercedes-Benz, Wind Mobile, Telus, Interac, RBC Royal Bank, Duncan-Hines, Nordica, Swanson,
Heart & Stroke Foundation, Canadian Armed Forces, NB Power, Newalta, Canadian Association of
Petroleum Producers (CAPP), Waste Management, Fairmont Hotels & Resorts, Labatt “Know When
to Draw the Line,” and Toronto Buskerfest have benefitted from the easy going yet hard working
attitude of Chad Burnie.
Chad Burnie has grown (and dyed) a Hulk Hogan moustache for an agency Movember team,
jaywalked a hitch-hiker on stilts across the highway for a photoshoot, and encountered a curious
black bear on a commercial set in the Alberta Oil Sands. All in pursuit of great work.
intro

4. welcoming
ambitious
adventurous
friendly
creative
free-spirited
provocative
and passionate

5. 2
The most successful brands are those who understand that a distinctive personality not only makes
their promise believable, but also makes their brand and its promise memorable.
Familiarize yourself with this guide. These pages take you through the key elements of Chad Burnie
to give you an idea who he really is and the work he does.
the brand

6. The colours on the following page are the recommendations for Chad Burnie. Pantone 482, and Pantone Black
are the primary colours to be used in all internal and external communications.
For external communications, a secondary colour may be used to complement the primary colours.
In the summer months (June to September) Pantone 730 may be applied.
colour
2.1

7. Primary Colour
(Pantone Black)
Secondary Colour
(Pantone 730)
Primary Colour
(Pantone 482)

8. For maximum impact and instant recognition, visual consistency should be maintained. For various applications,
Chad Burnie may be scaled while maintaining his visual consistency. See images on following page.
Chad Burnie’s minimum height is 6' 3".
He is NOT to be skewed horizontally, and his maximum waist of 34" should be continuously maintained.
Improper horizontal scaling gives Chad Burnie the appearance of being overweight.
scale
2.2

9. Improper Scaling
(34" maximum)
MinimumSize:6'3"

10. Curious in nature, an expanding and diverse range of Chad Burnie variations are acceptable.
Internally, Chad Burnie’s primary application is the role of Art Director. However, with his initial development as
a Designer/Studio Artist and periodical assistance with account and client services, Chad Burnie has been able
to multiply his agency experience and skills.
Externally, Chad Burnie is equally as diverse. He has numerous applications: avid golfer, painter, Tough Mudder,
salsa dancer, beach volleyballer, and crokinole champ.
Following are the most common internal and external variations of Chad Burnie.
variations
2.3

11. Muai Thai NovicePittsburgh Penguins Fan
Salsa Dancer2012 Tough Mudder
Golfer
Chicken Wing Connoisseur

12. Full-time or freelance, Chad Burnie should be placed at an agency. Continued placement will improve agency
productivity and recognition.
placement
2.4

13. Agency’59
Art Director // March 2003 - February 2012
Freelance
Art Director // March 2012 - August 2012
Agencies include:
Cossette, Manifest Communications,
Ramp Communications
Lucidia Ltd.
Art Director // August 2012 - April 2014
MacLaren McCann
Art Director // August 2014 - October 2015
Freelance
Art Director // November 2015 - Present
Agencies include:
Rain43, Health First Network
experience
ADC Awards
2006 City of Toronto, Merit
ADCC Awards
2012 Toronto Buskerfest, Merit
2009 City of Toronto, Merit
2006 City of Toronto, Merit
2006 AMW Self-Promo, Silver
Applied Arts
2006 City of Toronto
Extra Awards
2012 Toronto Buskerfest, Bronze
2010 Waste Management, Bronze
Marketing Awards
2009 City of Toronto, Bronze
OBIE Awards
2012 Nordica, Silver
One Show
2009 City of Toronto, Shortlist
Canada Cannes Young Creative
2006 Creemore, Silver
2005 Grolsch, Finalist
ihaveanidea.org competition
2003 Runner-up
recognition

14. Chad Burnie must be used as specified in this guide. There are no exceptions to the rule. The following
examples show some improper uses of Chad Burnie, which are not recommended. If you have any questions
please contact Chad Burnie directly.
improper use
2.5

15. Do not allow Chad Burnie to bleach his
moustache for the agency Movember team.
Do not allow Chad Burnie
to enter the Tough Mudder with
no prior training. Somehow he finished.
Do not allow Chad Burnie to wear
obnoxious golf attire or use a Pittsburgh
Penguins hockey stick putter.
Do not allow Chad Burnie to
eat any, or every, extreme menu option.
Do not allow Chad Burnie to be seen in
public following an ultimate frisbee game
with his face painted blue.
Do not allow Chad Burnie to encounter
any more black bears on set.
Just DON’T!!

16. 3
All the elements of the Chad Burnie identity come together to express a bold and vibrant
personality. In this section, you will see how Chad Burnie is applied in a range of media.
applications

17. This range of examples showcases Chad Burnie in a print environment. Additional examples are available by
visiting chadburnie.com.
3.1 print
Waste Management
The exact same ad was repeated on consecutive pages, getting progressively smaller with each page.

18. 3.1 print

19. Nordica Cottage Cheese
To support Nordica’s “Anything Goes” theme, an interactive
TSA was constructed in the downtown core. Here, a passersby
spins the wheel to discover a surprising number of delicious
possibilities available with cottage cheese.
Chad Burnie makes full use of the media by engaging the passersby with unique and interactive applications.
Additional examples are available to view at chadburnie.com.
3.2 out-of-home
City of Toronto
TSAs across Toronto were filled with plastic bottles giving the illusion that
shelter occupants were literally “Drowning in Plastic”.

20. 3.2 out-of-home
City of Toronto
Streetcar doors close to look like a car is striking a child, demonstrating the importance of safe city driving.
Day 1 Day 3 Day 5 Day 7
Day 17Day 13Day 11
Day 19 Day 21 Day 23
Day 9
Creemore Springs
Things move a little slower in Creemore. Including installation of a billboard.

21. Well versed in the digital medium, full campaigns, web banners, smart phone apps, and website designs are
examples of Chad Burnie’s digital applications. Additional examples are available at chadburnie.com.
3.3 digital
Swanson Hungry-Man Dinners
How bad do you want the cup? We partnered Swanson Hungry-Man with nhl.com to recognize the “Hungriest Play of the Playoffs.”
It’s not the highlight goal, save, or big hit, rather it’s the play showing the heart of a team or player. The essential play to a teams playoff success,
or a play that could define a teams road to the ultimate goal: The Stanley Cup.
Each round, viewers are asked to vote for the “Hungriest Play” on nhl.com for a chance to win a trip for two to an NHL home opener of their
choice in a Canadian city the following season.

22. 3.3 digital
Labatt “Know When to Draw the Line”
The beer is always flowing in this online banner. The amount of beer in the glass stops at a point, illustrating a line being drawn

23. 3.3 digital
Fairmont Premium Golf Packages
With world-class golf courses around the globe, the Fairmont Hotel & Resort collection of golf properties includes historic icons, breathtaking
destinations and elegant accommodations. While each course offers unique and distinctive characteristics, those that play the courses share many
common traits. The most prevalent being that every golfer makes excuses. Sometimes their excuse is the reason they’re there in the first place.

24. 3.3 digital
A microsite showcased each of the participating Fairmont world-class golf courses and amenities. Supporting material included print, course signage,
yardage/excuse book, and online banners. Please refer to the above sidekick banner as an example of the online supporting material.
For more participating courses and their reasons please visit chadburnie.com

25. We’re all connected. Whether it’s Facebook, Twitter, Instagram, or LinkedIn, Chad Burnie has helped build
numerous brands experiences in social media.
3.4 social
Amnesty International
In May 2008, Hamid, a Canadian citizen, left to visit his elderly mother in Tehran. Hamid was arrested
on charges of espionage and wrongfully sentenced to death. To build awareness for Hamid,
we invited people to his execution on Facebook. A Facebook account was created for Hamid with
posts that depicted and spoke to the torture he was suffering on a daily basis. Message spread
through attendance, comments, event invitations, and shares.

26. 3.4 social

27. Chad Burnie has the ability to create a closer bond between the consumer and the brand by immersing them in
fun and memorable experiences. If a brand event stirs positive emotions in people then they are more likely to
associate those emotions with that brand. Additional examples can be viewed at chadburnie.com.
3.5 experiential
City of Toronto
To promote safe driving, we created the Steve Fenton School of Bad Driving. This car, complete with teacher and student driver, drove the streets of
Toronto and staged “accidents”, emphasizing the need for everyone to drive smarter. The phone number linked callers to Steve Fenton’s Driving Tip
Of The Day. Within a week, Steve was the talk of bloggers and news media alike.
Supporting material included print, TSAs, OMG bins, and radio.

28. 3.6 broadcast
These examples demonstrate the application of Chad Burnie in a broadcast environment. These examples and
others can be viewed at chadburnie.com

29. Chad Burnie has the ability to find the big idea, then develop that idea across all media. This range of examples
from NB Power showcase the application of Chad Burnie in an integrated campaign. Video and animated
banners can be viewed at chadburnie.com.
3.7 integrated campaign
smarthabits.ca
Why pay for electricity you don’t need? We use electricity to heat our homes,
heat our water, and to entertain our families. That adds up to a lot of electricity,
which is why we developed a fully integrated campaign for New Brunswick Power
to introduce the notion of Smart Habits. These are ways for consumers to save
power and money throughout the year.
A landing page containing all smart habits can be accessed at smarthabits.ca.
Supporting campaign material include: video, online banners, print, bill inserts, radio,
POS retail signage, trade-show booths, storybook brochures, and vehicle wraps.

30. 3.7 integrated campaign

31. Marc Melanson
Group Creative Director, MacLaren McCann
416.843.6144
Brian Howlett
Chief Creative Officer, Agency’59
416.484.1959 x 243
Bruce Forty
Principal, Ballantre Communications Inc.
416.726.8573
Jayson Schultz
Senior Art Director, Juniper Park/TBWA
416.816.5036
resources
4