The re-invention of a century-old brand

In 2017, William Demant Holding decided to initiate a corporate rebranding. And being a company that previously hadn’t talked much about themselves, Demant not only needed to define what they actually stood for, but they also had to reinvent their brand. This included a new name, a new logo and, not least, a complete makeover of their visual identity.

Enter, Frankly.


A completely new visual expression basically meant tearing down a dusty old house and building a new one from the bottom up – but having the luxury of a rock-solid foundation and an ocean view to die for.

Our rebrand strategy relied on a 5-pillar structure: brand strategy and architecture, naming, visual identity, and a social media concept to do some of the heavy lifting of communicating it all.

Initially, we did a ton of research, including site visits in the US, retail shops in Denmark, and the company’s museum, as well as multiple workshops with leadership teams in 3 locations and 20+ interviews with executives (past and present) and key staff. On top, we read books about the company and studied more than 30 different documents.

The acquired knowledge made the following strategic and creative process much easier and was fundamental in creating an authentic new brand: Demant.


Just 'Demant'.

And it came with a prize

The comprehensive rebrand work earned us and Demant a highly prestigious REBRAND Distinction Award for the strategic and visual work – an award only handed out every two years – and a REBRAND Concept Video Distinction Award for the cinematic part of the new brand narrative, Life-changing hearing health.