When the content team came to me looking to refresh the social media posts for their blogs, I saw an opportunity to do more than just update a few graphics. Dynarex has several different sub-brands, and the existing feed was feeling a bit disjointed. We were dealing with inconsistent visuals and a lack of clear hierarchy that made the messaging hard to read, plus we rarely had good, real-world photos of our products actually being used.

To fix this, I focused on creating a unified, clean look that would be easy for the team to maintain. I built out a flexible template system covering all of their daily needs, from standard blog posts and product launches to holidays and monthly digests. To keep the feed from feeling stale, I provided a couple of interchangeable layouts for each category. The workflow became super collaborative and efficient: they’d hand me the copy and a general vibe, and I’d bring it to life.

The biggest hurdle was the photography itself. I wanted vibrant lifestyle imagery that showed the products in action. To pull this off, I used a mix of stock photography and AI image generation to build realistic, relatable scenes. I focused heavily on capturing real motion and emotion, while making a deliberate push for inclusivity across race, age, and gender so our patients and practitioners felt accurately represented.

It’s incredibly rewarding to build a system that has a lasting shelf life. Those templates are still in active use today, and that shift in our visual storytelling genuinely moved the needle, bringing in a substantial, organic bump in followers, interactions, and overall blog traffic across our Facebook, Instagram, and LinkedIn channels.