People check their eyes fairly regularly. Not being able to read the menu at dinner is humbling. Not being able to recognise a friend across the room is beyond embarrassing. Glasses can be fashion accessories. We’re all very vain. Not being able to hear perfectly well is less obvious – to the listener and to those around them. Sounds like rustling leaves and trickling water can be subtle. Whether not hearing a conversation in a crowded room clearly is because there is too much background noise or your hearing is failing is often ambiguous.
Hearing Australia wants people to pay attention to their ears. Landor has helped the organisation to move hearing up the food chain with a new identity and a supporting campaign, Celebrating Sound. The former modernises its image. The latter makes an emotional appeal.
“The market is full of negativity when it comes to losing your hearing, usually focusing on the idea of ‘loss’ and ageing, and not being able to communicate with others. We saw this as an opportunity to do something completely different, by building a positive brand that focuses on the beauty and wonder of sound. An opportunity to talk about hearing sound instead of loss, to highlight the benefits of hearing when you work on managing the issue,” explained Landor creative director, Tom Carey.
“The result is a contemporary brand that celebrates sound in every possible way. A brand where you can hear, see and feel the sound. Even the supporting campaign is about the sounds of Australia – celebrating all the different sounds that we call home.”
Landor’s new identity includes a name change, from Australian Hearing to Hearing Australia. The concept of ‘sound’ has also been incorporated into a range of design elements inspired by the ‘science of sound’.
We researched how sound waves work, move and look (if we could see them), and based everything from the logo to the textures of the furnishing, and a suite of three-dimensional motion forms, on this design concept. It also extends to the materials in its centres, the texture of its corporate wardrobe and throughout the culture of the organisation, as both a celebration and centrepiece of the new brand,” Carey noted.
“This is an important step forward in promoting the importance of hearing and helping Australians,” stated Kim Terrell, managing director of Hearing Australia.
“The new branding is based on research involving over 1,500 people and will promote what Hearing Australia can do to help people discover, or rediscover, the sounds they love. Our clients are at the heart of everything we do and the changes we’ve made are a direct result of client feedback.
“We’re excited by our new identity and campaign developed by Landor which clearly represents our unique services and research capabilities, while positively celebrating one of life’s most important experiences – sound.”
While Landor has been working with Hearing Australia for more than two years, this is the first significant brand transformation and campaign it has executed for the organisation. In addition to the name change and brand identity, Landor also developed a range of supporting elements including a brand campaign comprising a TVC, online video (60-second, 30-second and 15-second executions), print advertising, a brand toolkit, illustrations, tone of voice and retail design guidelines.
With fellow WPP AUNZ agency, AKQA transformed the experience design of the website, supporting the new brand identity and customer insights of Hearing Australia.
Terrell added, “This change will help more people connect with us sooner so we can help them take their first steps to improving their hearing health and enhancing their life.”
Credits:
Agency: Landor
Executive Strategy Director: Daye Moffitt
Senior Client Director: Alana McMillan
Creative Director: Tom Carey
Senior Designers: Ethan Hsu & Nicola Ferry
Designer: Elodie Trumpheme-Hennessey
Other:
AKQA: Digital
Mediacom: Media Planning and Buying
Borja: Video and Photography
Never Sit Still: Motion Design
RMK: Sound
Smith & Western: Sound
Colmar Brunton: Research
Client: Hearing Australia
Customer Experience and Brand Project Manager: Bianca Walton
Campaign Manager: Bernadette Clarke
Communications Manager: Linda Ballam-Davies
