Global agency Landor has developed a brand strategy and identity focused on "celebrating sound" for Hearing Australia, an organisation that has been providing world-leading research and hearing services to Australians for 70 years.
The Sydney team used this idea to inspire every aspect of the brand. "A brand that you can hear, see and feel the sound," says Creative Director Tom Carey.
"A brand built by sound. Sound inspires a suite of two and three-dimensional motion forms. Sound can be seen in our photography and illustrations. Sound informs the materials in our centres and the textures of our uniforms. Sound is at the heart of every decision we’ve made."
Prior to the refresh, Hearing Australia was known as Australian Hearing and its brand didn't reflect its progressive spirit. What's more, the industry of hearing loss had become a symbol of ageing and negativity, according to Landor. "Hearing loss is scary and intimidating; we needed to change the conversation, and Hearing Australia was to become the lighthouse brand to do so," adds Tom.