Hearing connects.
Brand Systems, Campaign Development
Fielmann Group
Inhouse
Hanna Simmons (Copy)
Hearing care had a perception problem. Not because people questioned the product. The problem was how the category communicated. Clinical, careful, often built around decline. “Hearing connects.” was created to shift that perspective. Away from devices and toward human connection, participation, and everyday life. The result was a long-term platform designed to work consistently across every touchpoint and audience.
Challenge
Most hearing care communication followed the same patterns: medical language, technical framing, blue color systems, and fear-based messaging. The task was not just to launch another campaign, but to build a platform that could give the category a more human and emotionally relevant role within the Fielmann brand world.
Approach
The platform started with a simple positioning decision: hearing as connection. Not as a medical category or technical product, but as part of everyday human interaction.
From there, we developed a complete communication system across messaging, photography, color, layout, and format logic. Built to work consistently across OOH, retail, social, print, and moving image while remaining flexible enough for different audiences and formats.
COLOR
The category had relied on clinical blues for years. Colors that felt medical rather than human. The shift to Fielmann Violet was a deliberate decision to create more warmth and clearer differentiation within the market, while still staying connected to the wider Fielmann brand world.
My Role
Creative lead across the full project, from strategic direction and campaign development to visual language and production oversight. I worked across internal teams and external partners from concept through rollout.
Impact
Before the platform, the category mainly consisted of isolated assets and campaign executions. Afterwards, it had a scalable system with a clear visual identity, messaging structure, and photography direction that could be used consistently across channels and regions. Teams were able to create on-brand communication without rebuilding the foundation each time.
