We All Know
Someone
Who Needs
to Hear
the Truth

After accquiring enough hearing care retailers to secure a solid global footprint, Danish owner Demant wanted its new employees to join forces behind one global retail brand: Audika.

Together, they would not only stand a better chance of reaching the millions of people globally living with untreated hearing loss. They would also be able to take a stand for quality in a market increasingly disrupted by new and cheaper over-the-counter solutions.

The Audika team asked us to help bring their position as a hearing care expert brand to life in the minds of employees. After defining the commercial dimensions of their chosen position - the ‘how’ and the ‘what’ - we soon realized that management would need to articulate a ‘why’ and add a cultural dimension to their brand story in order to make it clear to everyone ‘who’ they should aspire to be.

Our advice was to ‘add character’ to the brand by basing its claim to the expert position, not just on competence, but on an expert opinion’. Together, we boiled it down to two words: ‘Nuance matters’.

The Audika Way of Life

Internal publication on how to live the Audika brand

As a first wave, we built an internal online launch platform where employees could get a first hand brand experience. It introduced everyone to the ‘nuance matters’ mindset - as well as the attitude and skill-set it implies. The story was told through films and text in an entirely new animated visual language.

Nuance Matters webpage

Interface for employees

Nuance matters brand film

Brand film manifesto

Nuance Matters brand marker

Design concept