2025

NYC

CASE STUDY

SCRIPPS RESEARCH

SAN DIEGO

THE FUNDRAISING POWER
OF BREAKTHROUGH STORYTELLING IN SCIENCE

THE FUNDRAISING POWER OF BREAKTHROUGH STORYTELLING IN SCIENCE

ABOUT

Scripps Research has been at the forefront of biomedical research for the past century, pursuing bold scientific curiosities and translating research breakthroughs into novel drugs like Humira® or Surfaxin®. As a not-for-profit research institute with an unparalleled model, nobel prize-winning scientists, and a top-ranked graduate school, Scripps Research is well-known among the science community but has struggled to tell its story and showcase its impact to broader audiences. 

THE BIG PICTURE

SCRIPPS RESEARCH

A STRATEGY TO BRIDGE PHILANTHROPY AND MARKETING

A STRATEGY TO BRIDGE PHILANTHROPY AND MARKETING

OVERVIEW

As public trust in institutions fluctuates and competition for philanthropic dollars intensifies, research organizations face a growing imperative: to communicate not just what they do, but why it matters—in clear, compelling terms that resonate beyond the scientific community. At Large partnered with Scripps Research during a critical moment of restructuring, as fundraising and communications were unified into a single team.


Recognizing the need for a more integrated and emotionally resonant approach, we developed a Narrative Platform, Tone of Voice, and Communications Strategy that positioned Scripps as both a scientific leader and a cause worth investing in. This work culminated in workshops that equipped leadership with the tools to tell powerful science stories—fueling fundraising, building community, and deepening public connection.

THE PROCESS

SCRIPPS RESEARCH

HOW IT CAME TO LIFE

HOW IT CAME TO LIFE

BRAND IMMERSION & STAKEHOLDER INTERVIEWS

01

We kicked off with an in-person, team-wide workshop and a series of 20+ stakeholder & expert interviews (inside and outside of the organization), including physicians, scientists, & board members.

We kicked off with an in-person, team-wide workshop and a series of 20+ stakeholder & expert interviews (inside and outside of the organization), including physicians, scientists, & board members.

BENCHMARKING & CULTURAL STRATEGY

02

Supporting the immersion, we conducted deep research on the biomedical industry, in- and out-of-category narrative benchmarks, and the current cultural moment surrounding science.

Supporting the immersion, we conducted deep research on the biomedical industry, in- and out-of-category narrative benchmarks, and the current cultural moment surrounding science.

NARRATIVE PLATFORM & TONE OF VOICE

03

To transform brand insights into an emotionally resonant brand narrative, we worked with a core team of stakeholders to develop a distinctive brand platform and tone of voice. 

To transform brand insights into an emotionally resonant brand narrative, we worked with a core team of stakeholders to develop a distinctive brand platform and tone of voice. 

COMMUNICATIONS STRATEGY

04

We overhauled legacy audience segments to build a communications strategy that supported cross-team collaboration and minimized efforts that cannibalized their marketing & philanthropy work streams.

We overhauled legacy audience segments to build a communications strategy that supported cross-team collaboration and minimized efforts that cannibalized their marketing & philanthropy work streams.

ADVANCEMENT PRESENTATION

05

Building upon the narrative platform and tone of voice, we devised a modular presentation system specifically for fundraising efforts that heroes the excellent achievement, storytelling, and science journalism at Scripps Research.

Building upon the narrative platform and tone of voice, we devised a modular presentation system specifically for fundraising efforts that heroes the excellent achievement, storytelling, and science journalism at Scripps Research.

STEWARDSHIP WORKSHOPS

06

As a critical step in brand stewardship, we closed the project with three days of workshops that immersed the team in our process, and trained them on the new brand voice and story.

As a critical step in brand stewardship, we closed the project with three days of workshops that immersed the team in our process, and trained them on the new brand voice and story.

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