The Eshelman Brand Essence, one of five videos aimed at rebranding, was spearheaded by Blueline for the Eshelman Innovation Center. The anchor video, strategically launched, played a significant role in this rebranding effort. The video's objective is to engage venture capital funders, state and federal funders, and potential collaborators for joint ventures with Eshelman in building impactful projects. Leveraging their prior experience working with the Eshelman School of Pharmacy, the Blueline team demonstrated expertise and collaborated effectively to meet the client's needs. This project involved handling dense material, meticulous organization, and seamless collaboration to resonate with the audience. Additionally, a video library was created for Eshelman, providing them with a valuable asset for future purposes.