Work / Origin by Ocean
Origin by Ocean
Making the chemical industry run on algae.
- Client
- Origin by Ocean
- Project
- Brand strategy, narrative and digital experience
- Year
- 2022–2024
- Sector
- Blue biotech and chemicals
- My role
- Brand strategy · Narrative · Customer journey · Investor story
- Themes
- Sustainability, Transformation, Growth
- Sheet
- 01
An industrial story for an ocean-restoring technology. I shaped Origin by Ocean’s positioning, brand narrative and digital customer journey, then developed the investor story behind its internationally awarded Blue vs. Red campaign.
01 System
An ocean problem with industrial potential
Origin by Ocean had developed a way to turn invasive and excess algae into useful ingredients for everyday products. Its technology connected several worlds: marine restoration, chemistry, manufacturing and the livelihoods of coastal communities. Each audience needed to understand how those worlds connected to its own decisions.
The breadth of the technology made the communications task demanding. An investor needed to see a scalable business. A manufacturer needed to understand applications and performance. A partner needed to see a role in the emerging supply chain. The brand had to make the whole system understandable.
02 Story
Activist industrialism
I helped shape the positioning around a clear proposition: “Making the chemical industry run on algae.” It gave the company an industrial mission with an environmental consequence people could grasp.
The underlying idea was activist industrialism. Environmental restoration could happen through industrial-scale business. Harvesting problematic algae could create economic value for coastal communities, provide manufacturers with alternatives to fossil-based ingredients and support healthier marine ecosystems.
That thinking informed the brand narrative and digital customer journey. We connected the ambition to the process, the ingredients and their potential applications, giving different audiences a route from interest to a useful conversation.
03 Society
An investment question for the world
In 2024, the next task was to engage international investors. I developed the investor story behind Blue vs. Red, launched around New York Climate Week. The campaign used the global discussion about humanity’s future to make ocean restoration a compelling investment subject.
The interactive experience let visitors explore investment levels from $0 to $3 trillion and understand what those resources could achieve for the oceans. Investor materials, LinkedIn, Instagram and media activity carried the story into the places where industrial and financial decisions were being discussed.
Selected artefacts
- My role
I shaped the positioning, brand narrative and digital customer journey, and developed the investor story behind Blue vs. Red.
- What we created
- Positioning
- Brand narrative
- Digital customer journey
- Investor story
- Blue vs. Red campaign strategy
- Impact
- The campaign entry records senior investor discussions, strategic partnerships and new funding opportunities. The work gave Origin by Ocean a clear way to connect its technology with the scale of the economic opportunity.
- Recognition
- 2025 SABRE Awards EMEA: Winner, Social Media/Social Networking Campaign. Listed as “Red vs. Blue”.
- 2025 EMEA IN2 SABRE Awards: Winner, Real-time Engagement (Newsjacking). Listed as “Red vs. Blue”.
- 2025 Global SABRE Awards: Global Top 40, ranked #24. Listed as “Blue vs. Red”.
- 2025 Finnish Comms Awards: Winner, Viestintäkampanja: B2B. Listed as “Blue vs. Red – Which planet should we invest in?”
