When Grenova, a Richmond-based healthcare manufacturing company, reached out to us, they weren’t just looking to create a video—they were looking to shift the way they spoke to their customers.
They had an important message to share: they were investing heavily in automation, and they wanted their audience to know they were not only listening to feedback but also leading the industry in making laboratory sustainability easier and more efficient. But until then, they hadn’t used video to tell that story.
As a Virginia Beach video production company, we were honored to travel up to Richmond to help bring that vision to life.
The Problem: A Big Shift Without the Right Story
Grenova has been known for one powerful mission—reducing lab waste by recycling plastic pipette tips. That mission hasn’t changed. But their tools and technology have.
They were making huge strides in automation, giving their customers smarter, faster, and more reliable ways to recycle pipette tips in high-volume lab environments. But while their products were advancing, their messaging hadn’t kept up.
They didn’t have a video that clearly communicated this pivot—or the people behind it. And in a market full of innovation and competition, not telling your story clearly means someone else will.
💡 So, what is a brand story video?
A brand story video is a short, documentary-style video that captures who you are, what you do, and why it matters—told through the voices of your team, your mission, and your clients. It’s not a commercial. It’s your brand’s origin, purpose, and direction—wrapped into one authentic piece of content.
Our clients use brand story videos for all kinds of strategic goals:
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To showcase innovation or a shift in direction (like Grenova’s automation pivot)
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To educate new customers about their mission or product
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To build trust with partners, investors, and potential hires
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And sometimes, just to put a face to the name in industries that feel too “corporate” or complex
When we first connected with Grenova, they hadn’t heard of a brand story video before. But once we explained how it works, they quickly realized it was exactly what they needed to move forward with clarity.
The Agitation: A Quiet Shift in a Loud Industry
In today’s digital world, messaging can’t be passive. Especially in healthcare manufacturing, where trust, credibility, and innovation are everything.
Grenova’s customers were already asking for easier-to-use, automated solutions. Their sales team was having those conversations every day. But if someone landed on their website or LinkedIn, there was no immediate way to see howthey were leading that change.
No one wants to read through paragraphs of technical specs. People want to see it. Hear it. Feel it.
Without a clear, engaging way to communicate their evolution, Grenova risked:
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Being seen as behind the curve—even though they weren’t
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Losing prospective customers to companies that “looked” more innovative
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Undervaluing the people and ideas behind their tech
They needed a video that said:
“We hear you. We’re evolving. And we’re ready to lead.”
The Solution: A CEO-Led Story That Humanized Innovation
We knew this story couldn’t be told with animation or a voiceover alone. It had to come from the people who were making the shift happen.
So we built the video around one simple, strategic idea:
Put real faces with the brand.
As a Virginia-based video production team, we traveled to Grenova’s headquarters in Richmond and captured the story where it was happening—in the labs, in the offices, with the people driving innovation.
🎬 The Creative Approach
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Tone: Informative, sincere, forward-looking
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Voice: Led by the CEO, backed by internal leadership
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Visuals: Real people, real labs, real work—no stock footage
We filmed on location at Grenova’s facility, highlighting the advanced automation tech and the passionate team behind it. The interviews were powerful. Each leader brought a different perspective:
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The CEO spoke directly to the company’s evolution and its future
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The Senior Marketing Director shared what customers were asking for
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The Director of R&D walked us through the innovation process
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The Director of Automation explained how their new systems were designed with users in mind
We balanced technical details with personal passion—making sure viewers didn’t just learn about automation, but also felt Grenova’s commitment to listening, evolving, and leading.
The Success: A Launch That’s Already Getting Noticed
The brand story video launched just a few days ago, and the response has been overwhelmingly positive.
Grenova’s marketing team wasted no time in sharing short video clips across LinkedIn and other platforms. In just 24 hours, their posts were already gaining meaningful engagement from peers, prospects, and industry insiders who saw Grenova's shift—and respected it.
Most importantly, Grenova now has a go-to video that:
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Clearly communicates their pivot toward automation
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Builds trust through authentic leadership
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Serves as a visual “elevator pitch” to clients, partners, and potential hires
Why Brand Story Videos Work—Especially for Virginia Businesses in Healthcare & Manufacturing
If you’re a Richmond, Virginia Beach, or Hampton Roads business undergoing a change—whether in direction, leadership, or product—video can help you get ahead of that change and communicate it clearly.
A well-crafted brand story video:
✅ Puts a face to the brand – because people trust people
✅ Simplifies complex shifts – like automation, innovation, or expansion
✅ Helps you stand out – in crowded, competitive industries
✅ Becomes evergreen content – that supports marketing, recruiting, and sales
Final Thoughts: Richmond Roots, Statewide Reach
We’re proud to be based in Virginia Beach, but we love traveling throughout the state—Richmond, Norfolk, Chesapeake, and beyond—to help businesses like Grenova bring their stories to life.
If your company is innovating, growing, or shifting its direction and you don’t yet have a video that reflects that—we’d love to help.
🎯 Ready to Tell Your Story?
At Singleton Media, we make it easy to:
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Clarify your message
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Plan and film a story-driven video
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Create a long-term asset that works for your brand 24/7
👉 Book your free discovery call
Let’s put your message in motion.