Signia
Positioning to inspire change towards proactive hearing health
Situation
Following the merger of Widex and Savantos to become WSA, the product-brand Signia required repositioning to align with the portfolio strategy & effectively differentiate Signia.
Signia was to become WSA’s mainstream brand, with a focus on performance-enhancement. This role leveraged product features well established in the Signia range that enable customers to do the things they love. Signia sought to follow the direction of modern, consumer-focused brands, like Nike, and adopt a dynamic approach aiming to empower users to achieve remarkable feats with the support of its products.
To effectively expand their market, Signia’s positioning also needed to address the global challenge of untreated or delayed-treatment hearing impairments. As such, Signia’s positioning required an inspiration-focus, with the ability to drive and influence consumer behaviour to take control of their hearing health sooner rather than later.
See also within our WSA case: WSA, Widex, Rexton, AudioService
Solution
Signia’s positioning centred around the idea of advancing human potential, empowering their customers to perform as they used to. This positioning was complemented by a modern, dynamic and consumer-centric identity – applying bright colours, positivity, energetic concepts and a strong people-focus– which was brought to life across all marketing channels.
The brand identity activated the message of ”Be Brilliant," – a call-to-action which aimed to drive and influence consumer behaviour, compelling individuals to prioritize their hearing wellness and perform at their best again using Signia's products.
Alongside strategic positioning and a refreshed brand identity, this project delivered comprehensive brand guidelines, a successful brand launch, website content, sales tools, and training videos.
