Attune Hearing

HEARING HEALTHCARE PROVIDER

Building a national brand for Australia’s leading independent hearing healthcare provider

The challenge: Rebranding a respected but limited local identity

Queensland Hearing, founded in 1987 by a group of ENT specialists and allied health professionals, had earned a reputation for excellence in hearing care. However, by 2007, the name and brand identity were holding the organisation back. Mistaken for a government entity and geographically limited by the name “Queensland,” the business was ready to expand nationally. They needed a new name and identity that reflected their world-class services, appealed to a broader demographic, and could stand out in the increasingly competitive hearing healthcare market.

The strategic naming solution: Introducing Attune Hearing

LloydGrey was commissioned to lead a brand review, naming process, and identity transformation. The goal was to create a name that was simple, uplifting, and easy to remember and pronounce—especially for people with hearing challenges. After workshops and industry research, the name Attune Hearing was born. It spoke to precision, harmony, and personal connection with sound. Importantly, the name avoided acronyms, could be easily lip-read, and was legally protectable as part of the organisation’s growing IP portfolio.

A science-inspired brand identity: Designed around resonance and connection

The new brand was visually inspired by the science of sound—waves, vibration, and resonance. A distinctive brandmark was crafted from a stylised sound wave to signal clarity, energy, and care. In a market saturated with caring blues and clinical greens, orange was chosen as the primary brand colour for its warmth, optimism, and approachability.

The positioning line, “hearing each moment,” reframed hearing loss as a lifestyle issue, not a limitation. It emphasised the sensory joy of life—like the patter of summer rain or the strum of a guitar. To support this, a sound symbol system was developed to reflect different types of sound, appearing across advertising, retail spaces, and marketing materials.

Brand rollout strategy: Clinics, communications, and a GP engagement breakthrough

The brand launched across six high-traffic Brisbane retail clinics. LloydGrey created a flexible supergraphic signage system that allowed seamless adaptation to any clinic size or location. This scalable system supported rapid national growth.

To engage GPs—Attune’s primary referral base—we developed a GP Kit, including a reference guide with diagrams and conditions to use in consultations. This positioned GPs as knowledgeable partners in hearing care and reinforced Attune as the specialist of choice. The result: an immediate and sustained uplift in patient referrals.

Results: From local provider to national leader

By 2025, Attune Hearing is Australia’s leading independent hearing healthcare provider, operating across 60+ locations nationwide—and still proudly using the brand created by LloydGrey in 2007.

“LloydGrey invested the appropriate amount of time to understand our industry, our clients, our challenges, and our people. Your process had discipline, was strategic, and focused on the bottom line impact to our company. The result of our collaboration speaks for itself – a brand that has positively changed people’s attitudes and in turn is helping us build a more profitable business.”

Strategic Marketing Manager — Attune Hearing