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ATRI
Helping a world-class research institute find its voice — and reach the audiences its work depends on.
Helping a world-class research institute find its voice — and reach the audiences its work depends on.
When we first engaged with ATRI, they were clear about one thing: they were not a brand. They were scientists — running some of the most rigorous Alzheimer's clinical trials in the world, coordinating NIH-funded research across dozens of institutions, working toward one of the hardest problems in medicine. Marketing felt beside the point.
But the work needed an audience. Studies needed participants. The broader research community needed to understand what ATRI was doing and why it mattered. None of that happens without a story.
News hub and educational content
The engagement started with a question the team hadn't fully confronted: who needs to understand you, and what do they need to feel in order to engage? From there, we built the narrative and the infrastructure to carry it — a redesigned website, video content, social media, and educational resources that translated deeply technical research into something a broader audience could follow and trust.
The work wasn't about simplifying the science. It was about making the mission legible to the people ATRI depended on.
Social media content system
ATRI left the engagement with a brand that finally matched the rigor of the work. A website that made the research accessible without dumbing it down. Content that built awareness and participation across the communities that mattered most.
The scientists didn't need to become marketers. They just needed their story told properly.
Work completed in a previous role.