Branding For India’s First Ear-Health Friendly Hearing Experience

Keeping ear-health at the heart of their innovation, WeHear launched India’s first open ear headphones. The WeHear OX uses the most advanced bone conduction technology to deliver sound through cheekbones - eliminating irritation to the inner ears. With ergonomic design, dual connectivity options, and inbuilt Google Assistant & Siri, WeHear created an exclusive and seamless hearing solution. PulsAero is very proud to have been involved with the branding and launch of this product from its inception. And we are pleased to see the ear-health friendly product is now available for purchase.

Challenge

Building an Ear-Health friendly brand that's appeals to the health community with proper communication & messaging.

Outcome

PulsAero built the Strategy. Identity, Packaging, Interface keeping ear health in mind and delivering the presence of a unique product.

Services

Strategy

Identity

Interface

Launch

Scope

Brand Strategy

Visual Communication

Brand Identity

Packaging & Print Design

Website Design

Website Development

App UI Design

Social Media Marketing

Ad Campaigns

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Strategy

Our first meeting with WeHear was the discovery of the product with its essential significance focused on healthy customer experience. After learning their business objectives, we began with our action phase, conducting a brand research study to understand the target audience better.

Enabling individuals to stay connected with everyone in their ‘live, work, and play environment’ without a toll on their hearing ability is WeHear’s mission. We outlined a distinct brand strategy for this thought leadership that sits at the heart of the brand. With comprehensive research on the target audience, we anticipated their perspectives and priorities. We performed an analysis to predict how WeHear OX might fit into people’s lives - where innovation can fascinate users. It helped us create a Brand Voice that speaks of the nature of the product and the expectations of the audience. It was translated into a messaging strategy that personally engages potential customers, referral sources, and other influencers and potential partnering opportunities. As far as the potential customers are concerned, the design conception was aligned to attract people from different professions, work environments, ages, gender, and more.

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Identity

WeHear needed a brand identity and a visual ecosystem that could clearly define its product innovation and usefulness. After working with them through an insightful discovery session, we started crafting an identity that reveals the essence of WeHear OX.

WeHear was certain that they wanted a modern brand logo that represents innovation and care. They needed a fresh and mature visual identity which lacked in their previous design system. During the exploration session, we established Brand Voice by discovering six essential keywords: Caring, Fresh Perspective, Helpful, Accessible, Exclusive, and Abstract. These came together to form the basis of the user persona and to guide us in the brand design process.

By combining an undulating sound pattern with a human ear outline, we engrossed ourselves in extensive sketching. For the primary color identity, we created color gradients comprising orange, pink, and purple hues. The effect was elegant and vibrant, reflecting a sense of creativity, vitality, and care. Later on, we decided to apply it across various digital and print platforms. Filling our sketches with this primary color scheme, we produced several WeHear logos. For the brand name, the client needed a font style that conveys sophistication and technology advancement. Considering the perspective, Azonix became the official font family of WeHear. As part of our service, we presented the client with three different WeHear logos. The verdict was a combination of the second logo design and third font style, i.e., Azonix. With the final brand identity, PulsAero produced a complementary Brand Style Guide for WeHear.

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Packaging

Packaging has always been the eye-catching element of a product’s appeal. We may not be judging a book by its cover, but the first impression plays a dominant role in our buying decisions. The Creative Team of PulsAero accepted the challenge to impress at first sight. As we pushed our design boundaries offline, the primary color scheme of the brand was splashed across different areas on the packaging. We chose a clean white background with a white human ear emerging with a 3D effect. The new packaging was contemporary, eye-catching, and breathed a new life into the brand that had never really been designed professionally.

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Interface

Initially, WeHear had a website that wasn’t developed and designed professionally. The approach we took was centered around brand storytelling, product information, and an editorial section that brings the community together. We were also involved in developing a seamless interface for WeHear’s exclusive mobile application for users.

WeHear needed a website interface that focuses on building the brand while improving conversion and click-through rates. The client wanted to provide users a digital experience that goes beyond a standard eCommerce website. Thorough research on user experience helped us figure out what type of interface would resonate most effectively. We went a step ahead to build the WeHear website as a destination where users can come together, shop, learn, and analyze.

We turned to the UX & wireframing for the homepage, shop page, and the editorial page. For the homepage, we organized messaging and broke them into blocks. The product information gathered WeHear OX headphone benefits, in-app features, and customer reviews in different sections for maximum impact and clarity. The goal was to bring the emotion of the brand in the customers’ eyes by emphasizing the product benefits. From the design viewpoint, we used the primary color scheme along with secondary colors like Sound Shadow and Clean White in the direction of lifestyle photography and video effects. The photos were selected based on the user persona discovered in the strategy session. The fusion of an energetic color palette with the visuals gave a fresh and cutting-edge look and feel. For users, the interface proved to be dynamic, engaging, and flexible throughout. PulsAero Creative Team and WeHear were very happy with the outcome and especially the color-coding that made recognition easy for the users.

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Launch

WeHear’s innovative approach to product development witnessed the launch of a revolutionary product to the health tech industry. PulsAero Creative Team led the strategic positioning of the WeHear OX product launch. With years of learning and artistic expertise, we have evolved in creating all types of marketing materials. These include flyers and packaging design to digital graphics.

The initial challenge we faced was the communication of the product concept. Traditionally, the headphones market in India only offered wired or wireless in-ear headphones. And WeHear OX was a new technology that needed branding that could reach a range of stakeholders, educated medical practitioners, audiologists, and the uneducated end user. Not to mention, healthcare providers’ opinion profoundly influences purchasing decisions. However, our early target market was health-conscious people, sports and fitness personalities, riders, kids, gamers, people in tele-intensive jobs, and people with hearing loss. Therefore, we created the design concept that captures the key unique selling point (USP). WeHear OX being a wireless open-ear headphone, enables users to listen to the audio for longer periods without damage to physical ears. It keeps ears open while providing surrounding awareness. Above all, it appeals explicitly as a hearing aid for conductive hearing loss - the inspiration behind the brand and the product’s name ‘WeHear.’ So, we came up with a launch campaign that balances the health aspect of the brand with a friendly style. We are happy to see over 250+ customers immediately after the successful launch of WeHear as India’s first open ear headphone.