Creative direction/senior art director, initiating and building a digital creative team, consisting of Art director/motiongrapher/designer/UX. flashdesigner/copywriter/frontender and 3d artist to produce all digital campaigns in-house.
My primary goal was to revamp and rebuild the widex brand, building a visual interactive story/experience around every new product launch and at the same time bridging offline to online.
My first thought was, why don’t we change the whole experience about wearing a hearing aid.
Why do we have to label people as disabled human beings by not changing the look and feel of the device ? Why haven’t we changed the design, why does it still have this really ugly form and color after all these years?
Why shouldn’t we get inspired by consumer lifestyle products like the iPods or simply try to flaunt it like a beautiful accessory instead of hiding it.
So I teamed up with the inhouse industrial designer, and together we came up with new product concepts, enhancing form/shields and color to accommodate a new product identity, that was going to be the foundation for future products.
Getting the physical products updated was first step towards a huge transformation.
Then we started rolling out the first digital campaigns as interactive touch screen kiosks inside stores, differentiating ourselves from our biggest competitor Oticon who only had oldschool pdf’s and brochures available.
Simultaneously we launched the same experience online, so customers could customize the device on their private screen at home, making the whole experience very user centric.
This was a major game changer for the company - We had an explosive market share like never before and a boost in overall business performance, making Widex the absolute leader in the industry.
