The Society for Neuroscience (SfN) is a global nonprofit committed to advancing neuroscience research and supporting scientists’ careers. Based in Washington, D.C., SfN connects a dynamic community of over 30,000 annual meeting attendees and professionals across academia and industry.

Each year, SfN publishes an Annual Report to highlight research breakthroughs, organizational achievements, and maintain financial transparency. This scientific report isn’t just a dry list of numbers and dates—it’s an essential tool that engages a wide audience, from scientists and policymakers to the general public. It’s also an opportunity to reinforce SfN’s leadership and impact in the neuroscience community through scientific storytelling that makes complex research more accessible.

While past reports delivered the necessary facts, they weren’t exactly page-turners. SfN wanted a report that:

• Reflected the cutting-edge nature of the field (without getting bogged down in jargon)
• Balanced prestige with accessibility, making it engaging for both seasoned researchers and the general public
• Delivered key insights in a dynamic, compelling way that kept readers engaged from start to finish

So, SfN set out to reimagine the annual report with a fresh, visually engaging approach, applying principles of science communication design to make the content more engaging and impactful.

Creating a visually engaging report for SfN was a delicate balancing act. How do you make highly technical, complex scientific content look exciting while still maintaining credibility? The design needed to grab attention—but not at the cost of simplifying the science too much (this wasn’t a comic book, after all). We needed a solution rooted in science communication design, ensuring the visuals enhanced understanding without compromising accuracy.

The process also required aligning multiple stakeholders, including leadership, communications, and scientific advisors. With so many cooks in the kitchen (all with their own flavor preferences), finding common ground without slowing things down was essential.

And then there was the imagery. Past reports struggled with visuals that felt too generic or inconsistent, so this time, we needed to get it right. The design had to be bold and polished, accurately reflecting the depth and innovation of neuroscience.

Plus, there was a special element this year—the return of in-person events after the pandemic. The report wasn’t just about updates; it was about celebrating connection and progress, and that excitement had to come through loud and clear.

To tackle this challenge, we took a research-driven approach that started with a deep dive into neuroscience imagery. After some inspiration and a little bit of brainstorming, we landed on a design style that we felt would resonate with SfN’s audience. Early on, we created several design concepts to get leadership’s buy-in and avoid those last-minute “Can we change this?” moments. We also structured a feedback loop that helped us incorporate input from everyone—communications, leadership, and scientific advisors—without derailing the process.

Visually, we chose a fisheye-inspired cover image to symbolize a broad perspective on neuroscience. It was bold and a bit playful, just like the excitement around returning to in-person events. Inside, we used high-resolution neural imagery to immerse readers in the world of neuroscience, making even the most complex topics feel engaging. The layout itself was carefully designed like a journal—structured yet modern—so the information was easy to read and digest.

We also made sure the design stayed true to SfN’s brand identity while introducing some fresh creative elements that elevated the overall look and feel. Regular check-ins helped keep everything on track, and our iterative process allowed us to refine the designs based on feedback, ensuring that the creative integrity was maintained. The result? A polished, engaging report that exemplified scientific storytelling, delivered right on time with full stakeholder support.

The final report was a big win, earning praise from SfN’s leadership for its clarity, sophisticated design, and the strategic storytelling that brought the organization’s mission to life. It reinforced SfN’s position as a global leader in neuroscience and set a new benchmark for future reports. The engaging design made complex scientific content feel more approachable, allowing SfN to reach a broader audience—including younger neuroscientists and policymakers.

And let’s not forget the impact of the return to in-person events. The creative approach effectively captured the energy and excitement of SfN’s community coming back together, which was exactly the tone we hoped to strike.

The recognition didn’t stop there. The report earned a Platinum Hermes Creative Award, one of the highest honors in marketing and communications design. This prestigious award underscored the success of our approach—proving that great design doesn’t just make content look good, it makes it more impactful. 

Key Takeaways

1. Design Transforms Communication – A thoughtfully executed design makes even the most complex topics more engaging and easier to understand—turning that “brainy” content into something everyone can enjoy.
2. Stakeholder Collaboration is Key – Getting input early and structuring feedback helps prevent last-minute chaos.
3. Brand Innovation Drives Impact – Introducing fresh creative elements while maintaining consistency with your brand identity strengthens your authority and recognition.
4. Strategic Storytelling Makes an Impact – Combining data, visuals, and narrative creates a memorable experience that keeps readers hooked (and maybe even a little inspired).

Like what you see? Check out another technical report success story and grab some tips to make yours just as engaging!