Elevating Business Perception
Rebuilt the marketing and brand for an audiology practice, lifting bookings and professionalism.
2024
earLAB operates in the healthcare/audiology sector across two locations in Melbourne. I worked as the lead digital maketing designer over a 12-month engagement, running campaigns and giving support for the website being updated concurrently.
Role
PAID ADS, ORGANIC SOCIAL MEDIA, CREATIVE DIRECTION, EDM DESIGN, BRANDING
Challenge
earLAB had a visibility problem. Appointment numbers weren't hitting targets, and messaging and visuals were inconsistent across channels, making it harder to build a clear, recognisable local presence.
The business needed campaigns working across three services: checkups, cleaning and hearing aids.
Part of the difficulty was audience-related: ear health and checkups tend to be seen as an older person's concern, so a real challenge was shifting that perception and bringing in younger clients, while still effectively reaching the older audience who made up much of the existing client base.
Approach
Trust was central, so testimonial-driven messaging did a lot of the heavy lifting.
I mixed stock and client supplied photography. Stock lifted perceived professionalism where supplied photos were lower quality, while real photography kept things approachable and useful for retargeting. Client supplied video of hearing tests added authenticity. A key challenge was balancing medical credibility with clear differentiation, showing why microsuction beat the alternatives, while targeting those after an affordable clean rather than competitor comparisons. Location targeting covered both Melbourne sites, with messaging kept mindful of how sensitive hearing loss can be.
Process
Day to day, the work spanned organic social, eDMs, and paid ads across video, carousel and static formats, weighted mostly toward Meta with PMax supporting it.
I led a mini rebrand, simplifying the logo for legibility and building multiple versions to work across many use cases. Where it made sense, organic social content was repurposed into paid ads, cutting down time spent on entirely bespoke creative. The website was built simultaneously with the marketing assets, meaning constant communication with the lead website designer to keep both consistent.
Updating the website and digital marketing simultaneously had real benefits for consistency, but the website's longer build timeline created a gap where ads were driving traffic to a dated, difficult to navigate site before the new one launched.
Final Design
Output spanned a simplified logo and mini rebrand rolled out across two locations, plus a full suite of organic social content, eDMs, and static, carousel and video ads for Meta, and PMax.
Achievements
Local reach improved noticeably, repeat client bookings grew 17% year on year, and appointment spots filled 27% faster than the previous year. The rebrand also lifted overall professionalism, the business no longer looking like it had been put together in-house by the audiologists, but by designers.
Clearer brand direction made the identity more recognisable across every touchpoint, to the point where materials read as earLAB even without the logo present.
Spots Filled
Repete Clients
