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Hearing Australia uses soundscape to explain new brand identity

Hearing Australia has launched a new campaign to help Australians experience the power and wonder of sound.

The campaign, called 'Celebrates Sound’ and created by Landor, is part of the statutory authority’s promotion of its new brand identity after changing its name from Australian Hearing to Hearing Australia.

The campaign also includes TV, print and online ads, which all follow the theme that sound represents important times and places. For example, the sound of 'Sundays' or 'Holidays'.

Hearing Australia hopes the brand refresh will highlight its commitment to deliver better services to over 250,000 people and its focus on improving the hearing health of all Australians.

“This is an important step forward in promoting the importance of hearing and helping Australians,” said Kim Terrell, the 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.”

In addition to changing its name, Hearing Australia also enlisted the help of AKQA to develop the experience design of the website.

: 'Celebrates Sound'

Date: July 2019
Hearing Australia has unveiled a new identity and supporting campaign that ‘Celebrates Sound’ - representing its remarkable work and research - all developed by leading brand and design consultancy Landor.
Focusing on the beauty of the soundscape around us, the new Hearing Australia brand aims to position the organisation as one that ensures all Australians experience the power and wonder of sound.
Landor worked closely with Hearing Australia, the provider of world leading research and hearing services, to develop a new identity for the organisation, which has been caring for Australians for over 70 years. This includes a name change, from Australian Hearing to Hearing Australia, highlighting the organisation’s commitment to deliver even better services to its over 250,000 clients and its focus on improving the hearing health of all Australians.
While Landor has been working with Hearing Australia for more than two years, it 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”, 30” and 15” executions), print advertising, a brand toolkit, illustrations, tone of voice and retail design guidelines.
Working alongside fellow WPP AUNZ agency, innovation and design specialists AKQA, transformed the experience design of the website, supporting the new brand identity and customer insights of Hearing Australia.
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
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
Bianca Walton – Customer Experience and Brand Project Manager, Hearing Australia
Bernadette Clarke - Campaign Manager, Hearing Australia
Linda Ballam-Davies – Communications Manager, Hearing Australi
Tags: Australia


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