Supply Side Global.

Supply Side Global pulls thousands of buyers and brand founders into one hall over two days. For a manufacturer that had spent two decades building quietly behind other people's labels, it was the first time the Lief brand would stand on its own — at scale, in front of exactly the audience it was built for.

That raised the bar on everything. Booth, print, giveaways, and campaign all had to tell one story in a space where every competitor is fighting for the same glance.

Inside a compact footprint, the booth had to read from across the hall and still hold up to a close conversation — a bold backwall, a branded counter, a sample station, and a meeting space, all planned to scale before anything was fabricated.

Every surface earned its place. The aim wasn't to look big; it was to look like the partner you'd want building your product.

A booth is the visible tenth of a trade show. The rest is logistics — freight and drayage, electrical and rigging, lead-retrieval setup, staffing, and a build-and-teardown schedule timed to the hour. I ran that operational layer alongside the design, so the creative actually made it onto the floor intact.

• Booth fabrication & freight
• Electrical, rigging & drayage
• Lead-retrieval hardware & tagging
• Staff scheduling & talking points
• Collateral & merch production
• Pre-show outreach & meetings
• On-site setup & teardown
• Post-show lead handoff to sales

The sampling program needed packaging that read as finished product, not promo. I designed five labels across formats — so every sample on the table looked like something you could buy tomorrow.

The floor was only half of it. Email, LinkedIn, and social carried the campaign to the people who couldn't make it to the booth — and kept the conversation going after the lights came down.

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• #BuiltWithLief