With a name change and a more positive spin on its work, Australian Hearing has changed its identity to Hearing Australia and launched a rebranding campaign through brand consultancy Landor.
The 70-year-old governmental organisation spearheads research and helps 250,000 clients with services such as hearing tests and selection and fitting of hearing devices. According to Landor, discussion of hearing issues tends to be negative, focusing on "loss". So the rebranding aims instead to build a positive brand by focusing on the organisation's role in ensuring everyone gets to enjoy the power and wonder of sound.
The campaign includes a TVC, online video (in 60-, 30- and 15-second versions), print advertising, a brand toolkit, illustrations, and tone-of-voice and retail design guidelines. Fellow WPP AUNZ agency AKQA transformed the organisations's website.
The TVC (above) is nice enough, but Ad Nut is especially impressed by the soundwave/map graphic element in the logo.
CREDITS
Landor:
Daye Moffitt – Executive Strategy Director
Alana McMillan – Senior Client Director
Tom Carey – Creative Director
Ethan Hsu – Senior Designer
Nicola Ferry – Senior Designer
Elodie Trumpheme-Hennessey – Designer
Other:
AKQA: Digital
Mediacom: Media Planning and Buying
Borja: Video and Photography
Never Sit Still: Motion Design
RMK: Sound
Smith and Western: Sound
Colmar Brunton: Research
Client:
Bianca Walton – Customer Experience and Brand Project Manager, Hearing Australia
Bernadette Clarke - Campaign Manager, Hearing Australia
Linda Ballam-Davies – Communications Manager, Hearing Australia
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