As interim CMO and Creative Director, my specific objective was to cut through the stigma that people usually associate with hearing aids. We needed to give them an easy way to hear for themselves how their lives could be enhanced with a Songbird Ultra help. I crafted the brand’s voice and image, then managed the development process.
With a rich history of product innovation and customer service, Songbird had been around for a dozen-ish years already before the new owners stepped in. By then, it needed an overhaul and repositioning. Starting with the logo, everything about the brand needed to be cleaner, more friendly, and easier to buy.
The job was to inspire. To show people that they can regain connections with the people they care most deeply about. Songbird enables conversations and empowers people to become a participant in the lives around them… again. This presentation set the tone for everything that came after.
I photographed these clean, crisp images that were needed for each product and every accessory. No high-end studio here... these were all shot in my kitchen.
While some people may buy hearing aids so they can hear the TV better, they justify the purchase at a higher level. The “Hear here” campaign shows the appeal that amplified hearing gives in those precious moments shared with friends and family. Jim Erickson’s amazing stock photos were proposed.