The merger of Widex and Sivantos created WS Audiology - a new leader in the global Hearing industry. The unmatched portfolio of hearing brands and channels gave the new company a clear competitive advantage, but should the company stand for and what role should the group identity play? Each operating company’s independence needed to be balanced with the value of unity and scale. We built the new positioning strategy around the core idea of “unlocking human potential” backed by a long-term strategy with four pillars. The new Purpose and Promise make the commitment clear, while the pillars align decisions and actions across companies. The visual identity design is both human and technically advanced, with ‘Loud Indigo’ as the primary color to stand out in the crowded Hearing industry.