WE HELP ASSOCIATIONS
BRING PEOPLE TOGETHER

TO DO BIG THINGS

MeanGreen arms associations with super creative, highly effective video and digital content to recruit new members and engage existing ones, sell out conferences and events, promote programs and initiatives, recognize sponsors, and advocate for your constituencies. Our team is built to plug and play with your marketing, communications, events, and programming departments to leverage every drop of data, research, and strategy available.

When your members are your mission, engagement is your superpower.

CASE STUDY : ASSOCIATION

Featured Project

Project

BIO Branding, Marketing, and Conferences

SOLUTION

When Brightline Strategies invited MeanGreen to provide video solutions for their biggest client to-date, we had no idea the engagement would last ten years. With a seat at the table from the very beginning, we worked seamlessly with the agency to support BIO’s evolving communications needs.

Challenge

Develop brand message platforms that resonate with the diverse constituency of the world's largest trade association representing the biotechnology industry. Add life and humanity to strategic message points written by committee to produce engaging content.

Results

MeanGreen is proud to have worked with the world's largest trade association representing the biotechnology industry for ten years to create marquee brand videos, creative content for advertising, marketing, lobbying, and educational initiatives, and even larger-than-life graphics for digital signage at annual conferences across the country. In that decade, the organization grew in size and stature, reinforcing its position as the voice of the biotechnology industry.

Purpose

Showcase BIO as an essential leader and champion of the biotechnology industry. Disambiguate BIO’s advocacy organization from its annual international conference.

Services

Strategy & Research

Creative Development

Production

AGENCY

SCOPE

Partnership spanning 10 years supporting a major brand relaunch; annual BIO International Conferences; Marketing, Membership, Lobbying, and Education initiatives.

Post Prodution

TO SOCIETY’S
MOST PRESSING PROBLEMS

INNOVATING 

SOLUTIONS

Helping heal, fuel, and feed
the world

BIO is the world's largest trade association representing biotechnology companies, academic institutions, state biotechnology centers and related organizations across the United States and in more than 30 other nations. BIO members are involved in the research and development of innovative healthcare, agricultural, industrial, and environmental biotechnology products.

Many interests, one voice

With such a range of industries under one tent, finding a unifying message was essential. BIO asked Brightline to craft a communications strategy and message platform that would resonate across its diverse member, conference, and external constituencies. MeanGreen was engaged to help bring these ideas to life.

We are BIO

At the center of BIO’s rebranding strategy was the creation of a new brand anthem video. To present BIO as a peer of the Fortune 100 and 500 companies they represent, the creative needed to look and feel more like an ad for a global brand than a traditional trade association video. We viewed scores of reference videos and ads, identifying a handful of styles, techniques, and concepts for inspiration in our creative kickoff with the agency and client teams. The group brainstorm landed us on a unique and innovative approach that everyone was excited to see developed further.

Perfectly aligned with our project and our mission – you’ve become an extension of our team.

Amy Finan, SVP of Business Development, BIO
(currently CEO of Sabin Vaccine Institute)

How we did it

Our creative brief and north star was to create a visually stunning representation of BIO’s proud legacy and an even brighter future, our eyes were drawn to reference work featuring 3D animation. We took a two-pronged approach - first directing the subjects to deliver scripted talking points written with a technical bent, then pivoting to a more casual discussion of their area of expertise to capture the same ideas but with less industry-speak. By interweaving the two delivery styles within the video, the overall effect was a technical, yet accessible message to BIO’s diverse membership base.

Amy Finan, SVP, BIO
(currently CEO of Sabin Vaccine Institute)

PRODUCTION NOTES

Bringing the creative vision to life while accommodating BIO’s logistical requirements meant wrangling six association leaders, six industry executives, and a production crew of fourteen for filming on a single day in a makeshift studio on a vacant floor in BIO’s Washington, DC headquarters.

FUN FACT

To introduce and celebrate the updated brand, all of the 3D objects in the “We Are BIO” brand video were constructed using only the new BIO logo “leaf” element.

Related Projects

CLIENT

Biotechnology Institute

PROJECT

Shoot and edit high impact videos on location at annual BioGENEius Challenge.

DESCRIPTION

Raise profile, celebrate winners, and recognize sponsors of annual international science competition with high energy highlights videos.

AGENCY

CLIENT

Novo Nordisk

PROJECT

Multiple deliverables for advertising, branding, and marketing projects.

DESCRIPTION

Promote launch of new state of the art facility in Seattle; provide creative and video in support of the life science company’s $1M+ booth at BIO International Convention.

AGENCY

CLIENT

US Water Alliance

PROJECT

Produce short profiles on winners of the U.S. Water Prize.

DESCRIPTION

Advance mission of securing sustainable access to clean water for future generations by showcasing industry leaders awarded the U.S. Water Prize.

AGENCY