I specialize in storytelling and content strategy for technical, scientific, and environmental companies. I work regularly with agencies, such as The Linus Group, to help direct and meet client content needs. Explore just a few of those projects below.
An Intelligent Brand For An Intelligent Era
Elsevier has long been one of the largest depositories of scientific knowledge. However, it is less known for its pioneering research intelligence offerings that are dramatically altering the research landscape.
To remedy this, Leslie worked with Linus to create the UnCommon Knowledge campaign. This brand activation initiative–complete with landing page, social, video, documentary, and tradeshow elements–showcased how these offerings enable a new level of research and discovery.
Bringing Data To Life
Becton Dickinson Genomics was looking for a unique way to highlight its technology’s unmatched resolution capabilities. But at AGBT, one of the biggest genomic events of the year, they needed something the industry could not ignore.
Acting as creative lead and scientific liaison, Leslie worked with Linus’ team of designers, animators, videographers, and a renown bioinformatician to create Data In New Dimensions. This unique exhibit transformed genomic data from BD’s technologies into 3D art–and art into insight.
Content With Commitment
The American Type Culture Collection is a global not-for-profit and the largest national repository of microbiological specimens. However, their reputation as a biological reservoir eclipsed the company’s other initiatives. For example, few knew about their Federal Solutions arm, which works in biodefense and outbreak/epidemic prevention.
To get audiences thinking of ATCC as more of a thought leader, Leslie worked with the Linus team to create the Credible Leads To Incredible campaign. This initiative piqued community interest by calling out–and then pledging to address–some of the biggest shortcomings and taboos in microbiological research.
A Non-Profit Mission For A For-Profit Company
IDT customers had long valued the company for its high quality oligonucleotides and old fashion customer service. However, few knew that the company had a far more diverse portfolio of biological technologies and, beyond that, an incredible not-for-profit mission and history.
Working with Linus and IDT, Leslie helped create a visual identity, a brand voice, and brand assets to showcase the company’s unwavering dedication to science and meet the next generation of scientists in their native digital habitat.
More Information
Expertise In
- Content Strategy & Management
- Brand Voice & Identity Development
- Campaign Conception & Production
- Multimedia Science Storytelling
- Documentary Research & Interviewing
- Creative Leadership
- Scientific Literature Research
- Website Content Audit & Analysis
- Science Communication & Teaching
- Writing (films, websites, articles, social etc.)
Industries Worked In
- Physics Publishing
- Sustainability
- Environmental Solutions
- Chemistry
- Genomics
- Research Intelligence
- Advanced Imaging
- Marine Science
- Federal Solutions
- Natural Resources
Leslie G. Baehr 