Australian Hearing rebrands to Hearing Australia and launches campaign that ‘celebrates sound’

Landor has executed a rebrand for Australian Hearing to Hearing Australia, and created a supporting campaign celebrating the beauty of the soundscape that surrounds each person.

The campaign draws attention to all of the simple sounds that occur around us that are often left unappreciated, such as the sound of ocean waves, wood fires, laughter and rain.

Kim Terrell, managing director of Hearing Australia, said in a statement: “This is an important step forward in promoting the importance of hearing and helping Australians.

“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.”

Landor creative director, Tom Carey, said: “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.

“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.”

Hearing Australia’s new logo resembles the depiction of sound waves

Representations of sound have also been incorporated into print and online advertising, and depicted in the logo itself.

Carey said: “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.”

The campaign will be executed across TV, online video, print advertising, brand collateral and retail design.


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

Client: Hearing Australia 
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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