Instacart 2023 Ad week
2023, 3 Weeks
Challenge:
Create an interactive, on-brand experience for Instacart at the 2022 Advertising Week in New York that would attract attendees, engage them meaningfully, and leave them with a fun and memorable takeaway—all while balancing a clean, elevated aesthetic with the playfulness of Instacart’s brand.
Role:
As the lead designer, I conceptualized and executed the event’s central activation: a custom-designed ‘cart’ structure that attendees could physically step into to receive their gifts. I also designed the full set of attendee gifts inside the cart, leading the production process and collaborating closely with the Instacart team to ensure alignment with their goals and branding.
Impact:
The activation was well-executed, fun, and brand-aligned. The “I Instacart Carrot NY” design was especially well received, tying together location and identity topically. Attendees engaged actively with the installation, and the experience helped solidify Instacart’s presence at the event as memorable.
Deliverables:
Design of the custom interactive ‘cart’ experience
Full attendee gift design and packaging
Branded event concept/Logo Emblem
Production-ready files and vendor coordination
Skills:
Experiential design
Environmental branding
Product and gift design
Typography and visual identity development
Event marketing strategy and execution
Tools:
Adobe Illustrator
Adobe Photoshop
Final Gifts & branding
At the event
This client's goal was to ‘deliver coziness’ through an immersive experience and also through their product choices. We developed many options for gifts, whittling down to a cozy camping-style mug, branded socks, blankets, and beanies. I kept branding simple, elevated, and consistent to emphasize a cohesive experience.
