About
A studio, and the person who built it.
Supply Media is a brand, growth and applied AI studio. It exists because twenty-two years of making things, selling things and publishing things taught its founder what most brand work gets wrong.
The studio
We are hired when a brand has to decide something.
A launch, a reposition, a raise, a move into a category where nobody knows you yet. The work starts with the decision, not the deliverable, which is why strategy, design and story are handled by the same senior people rather than passed between departments.
We work with clients around the world across SaaS and software, technology and service businesses, ecommerce, hospitality, consumer goods, media and publishing. Most engagements are ongoing retainers; some are scoped as single projects. Applied AI is now the fastest-growing part of the practice.
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The founder
Alexandra Niki
Twenty-two years in the field, and an unusually wide route through it. She started as a prop stylist, building the physical world of campaigns for Pepsi, Absolut and Dos Equis under the deadlines and budgets of network advertising.
She then founded Resource Magazine, an internationally distributed photography title she ran for thirteen years and sold in 2020, and went on to co-found a media sales business and an influencer agency that represented forty-one creators reaching around seventy-five million people a month.
That sequence is the reason the work looks the way it does. She has built the brand, sold the advertising against it, produced the content inside it, and answered for the numbers at the end of the quarter. Supply Media is what came out of doing all four.
alex@builtbysupply.com →The route
Five businesses across twenty-two years, each one feeding the next.
Niki Productions
Prop stylist
Sourcing, building and arranging everything a scene needed, for photography, commercials and film. Credits include the Dos Equis Most Interesting Man in the World campaign, a Super Bowl Pepsi spot and an Absolut Vodka campaign.
Founder, CEO and publisher
An internationally distributed photography magazine, sold in bookstores, camera shops and studios. Built and led the team across editorial, design, art direction and sales. Sold in 2020 after thirteen years.
Co-founder
A media sales and integrated campaign business that came to handle representation for a large share of the photography media space, combining traditional media, digital and partnerships.
Founder and CEO
An influencer agency built early, when creator monetization was still unmapped. Forty-one creators, a combined monthly reach around seventy-five million, and revenue models spanning licensing, installations, workshops and commercial work.
Founder
Brand strategy and creative direction for founder-led companies, now spanning SaaS and software, technology and service businesses, ecommerce, hospitality, consumer goods, media and publishing.
In their words
Clients, and people who have watched the work up close across twenty years.
The results were immediate. Our brand presence became clear, consistent, and recognizable. Inquiries increased, our pricing finally reflected our value, and we started attracting the right kind of clients.
Alex combines creative vision with operational excellence, and any organization or brand lucky enough to collaborate with her will see both immediate and lasting impact.
I wouldn't hesitate to recommend her to analyse your brand and provide you with the right steps to improve campaigns, brand strategy and growth.
Her expertise in brand positioning, design, and web development has been invaluable to both PublishMe and Transcr8. She approaches every project with professionalism, clear communication, and flawless execution, consistently delivering results that elevate our brands and exceed expectations.
Alex was the first person I thought of when I was looking for someone to help me build a new brand for a business I was launching. She dedicated herself to the project, always delivering on time and of a quality that consistently exceeded my expectations.
She brings together sharp strategic thinking with an intuitive sense of brand storytelling, able to transform complex business goals into bold, performance-driven ideas.
If you ever have an opportunity to work with Alex, take it. The project, the brand, the identity, the character, they'll all be better for it.
She is the best at what she does. She gives you options and ideas and supports all of her recommendations with customer service that you will not find anywhere else.
I had the pleasure of working with Alexandra on a magazine cover and feature spread for the publication she was running at the time, which featured the directing duo, the Russo Brothers. Alexandra was an absolute joy to work with. She is professional, organized, and incredibly quick to respond to any questions or needs that arose.
She's consistently impressed me with her ability to blend creative vision with clear strategic thinking. Coming from the photography and magazine world, she brings a deep understanding of visual storytelling and brand identity.
Brands along the way
A selection from twenty-two years: consumer and campaign work through the production years, and most of the photo industry through Resource Magazine and DUMBO Media. Much of it agency-side rather than under Supply Media.
Consumer, campaign and media
- Nike
- Pepsi
- Disney
- Absolut Vodka
- Target
- Samsung
- Ralph Lauren
- Walmart
- Macy's
- Budweiser
- Gatorade
- Maybelline
- Johnson & Johnson
- Ikea
- HP
- Kohler
- Foot Locker
- Dos Equis
- Burger King
- Capital One
- Discover
- Southwest Airlines
- Sony PlayStation
- SAP
- Philips
- Olay
- Doritos
- Evian
- Jim Beam
- Aperol
- Best Buy
- Wyndham Hotels
- Lean Cuisine
- Schick
- 3M
- 7Up
- Cosmopolitan
- Fortune
- Glamour
- People
- Self
- Shape
- TV Guide
- Popular Mechanics
Photo and imaging
- Canon
- Nikon
- Sony
- Adobe
- Leica
- Hasselblad
- Fujifilm
- Profoto
- Broncolor
- Phase One
- Zeiss
- Sigma
- Olympus
- Manfrotto
- Epson
- Wacom
- B&H Photo
- Adorama
- Getty Images
- DJI
- GoPro
- Kodak
- Polaroid
- Blackmagic Design
- Peak Design
- Westcott
- Elinchrom
- Godox
- Tiffen
- Shutterstock
- SmugMug
- Lumix
- Ricoh
- Tamron
- SanDisk
- Lowepro
Agencies worked with
- BBDO New York
- BBDO Chicago
- Saatchi & Saatchi
- J. Walter Thompson
- McCann Erickson
- TBWA
- TBWA Paris
- Young & Rubicam
- Euro RSCG
- Gyro Worldwide
- Quaker City Mercantile
- William Grant & Sons
- Schawk
- Beyond Interactive
Beyond the studio
Four ways of staying useful to the industry that trained us.
Teaching
Guest lecturer at the New York Film Academy and FIT.
Speaking
Photoville and ShootNYC.
Judging
Juror for the International Photography Awards, and a national juror for the Scholastic Art & Writing Awards in photography.
Founding
Co-creator of FPS Fest. Media sponsor for NYCFotoworks and Photo Video West.
Start a project
Opportunities start with a conversation. Let's begin one or two.
Or email alex@builtbysupply.com