Content Strategy & Motion Graphics
Overview:
Neogen is a global biotechnology company specializing in food safety and genomics. My role focused on leading social animation projects that modernized the brand’s visual storytelling across digital channels. The goal was to increase engagement, support marketing and sales initiatives, and create scalable creative systems for a highly regulated B2B industry.
Challenge:
Neogen operates in a niche scientific market where social growth is naturally slow and technical subject matter can be difficult to present in an engaging way. During this period, the company was also navigating financial pressure tied to integration efforts, inflation, and operational restructuring. Marketing needed stronger visual content that could compete with larger biotech brands while maintaining scientific credibility and improving production efficiency.
Process
Led inspiration and competitor research meetings with brand, social, and creative teams to elevate overall creative quality.
Proposed animation concepts and visual hooks aligned to the social content calendar.
Collaborated with SMEs to simplify scientific information into engaging motion content.
Provided AE templates to 15+ designers, editors, videographers, and vendors globally.
Solution & Key Deliverables
Animated social campaigns for food safety, genomics, pathogen detection, and product education initiatives, provided video for distribution and packaged templates for translation.
Developed scalable motion systems balancing scientific accuracy with modern visual storytelling.
Produced NPI launch animations, educational explainers, thought leadership content, event promotions, brand campaigns, and sales assets across social media and trade-show campaigns.
Established a more cohesive visual direction across channels.
Results
Supported marketing momentum during a financially constrained period where company gross income grew approximately 1% YoY.
Increased overall social engagement approximately 10% year over year after taking ownership.
Improved LinkedIn engagement from 2.8% to 3.1%, video completion rates increased 7%.
Increased organic impressions 12% YoY and boosted shares/saves on educational posts 15%.
Delivered the equivalent of $40K in training by mentoring teams on motion workflows and AI-assisted creative tools.
Reflection
This experience strengthened my ability to balance creative direction, strategy, and production leadership within a highly regulated industry. I learned that effective B2B design is less about trend chasing and more about translating technical complexity into accessible visual communication. Leading collaborative research and inspiration sessions also showed me how stronger creative alignment can improve both execution quality and operational efficiency across teams.