Algarithm Ingredients
A joy-filled B2B(2C) brand leveraging the wonder of the ocean to promote and educate about vegan omega-3s.
Art Director/Creative Project Manager
illustration; procurement; brand ambassador
Annually, the Algarithm Ingredients team would travel together to host two trade show activations: SupplySide West at Mandelay Bay in Las Vegas in October, and Plant-Based World Expo at Javits Center in New York City in September.
The Future is Fish-Free: Plant-based World Expo, New York City
Each September, a smaller Algarithm team would travel to New York City to participate in Plant-Based World Expo, a global plant-based gathering for retail and foodservice. While our footprint was smaller, our unique placement in the center foyer created an impression on guests as they arrived and departed with two 2-storey banners and Octavia the Oracle, a bespoke fortune telling machine manufactured by Characters Unlimited (creators of the original Zoltar Speaks). Octavia enticed guests to investigate closer with her siren song, and after a small performance, would spit out a mysterious (and often oddly accurate) fortune. Attendees were also rewarded with many goodies to take with them, including free stickers and activity books. "The future is fish-free" is an invitation to consider a sustainable alternative for omega-3s, and also to consider what could happen if we don't.
Creative direction, management, procurement, and copywriting: Kati Phillips; Art direction, illustration, and swag procurement: Jamie Zirk. (In my second year, I managed the logistics and budget for this show.)
The "Algadome": SupplySide West, Las Vegas
Algarithm's fullest brand story. SupplySide West, a three-day ingredient expo and education event, hosts ~20,000 attendees annually at the Mandelay Bay Convention Center in Las Vegas, NV. Formulation scientists, executives, and many other international industry professionals explore the diverse offerings of ~1,600+ global food and supplement ingredients manufacturing and services. We chat all things omega-3, including how it impacts our mood, our health, and our oceans through education, humour, play, and awe.
A 20'x10' booth footprint held a welcoming discussion space, and the Algadome: a fully-branded geodesic dome that invited in tired, and perhaps somewhat overwhelmed, attendees to rest inside a sensory 360° video and sound projection of serene ocean, mixed with fun illustrative animations. Comfortable seating, beverages and snacks provided for weary folks. Rest and awe encouraged, and conversation was quick to follow.
All weekend, swag bags were also gifted to visitors, filled with quality goods aimed to provide education and long-term, joy-filled use. Returning attendees often sought us out to collect our tote bags.
Creative direction, management, and procurement: Kati Phillips; Art direction, styling, and illustration for booth and swag: Mireya Olmos; Swag art direction, illustration and procurement: Jamie Zirk. Video captured by Mike Davidson of Akuario 360°; sound design by ____; Animation by Richard Wright of Alchemy Animation.
Trade show booklet. Art direction, design, illustration, and procurement: Jamie Zirk; Creative direction and copywriting: Kati Phillips.
Swag: Stickers
Swag: slap-wrap beverage koozy. Illustration and procurement.
Plant-based World Expo, Javits Center, New York City. The Future is Fish-Free foyer activation. Booth styling, Illustration and design for banners and swag.
Employer culture and client gifts
(You should have seen our office space!)
Greeting card for celebrating clients and colleagues
Eelf on the Sheelf handmade posable toy for friends and family.
Packaging art direction, illustration, and procurement: Jamie Zirk; Creative direction and copywriting: Kati Phillips;
Puppet art direction: Jamie Zirk, Kati Phillips, Mireya Olmos; Puppet fabrication: Very Happy Toys.
Swag. Art direction, illustration and procurement.