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Business Innovation Firm Designs Brand Communications Program for Industrial Safety Managers and Employees.
BOSTON, Mass (June 30, 2008) - Catapult Thinking, a Boston-based business innovation and design consultancy, and its longstanding client Sperian Hearing Protection, LLC, parent company of the Howard Leight, a world leader in hearing protection devices and part of Sperian Protection, have completed a brand strategy project to better educate safety managers and factory workers on preventing occupational hearing loss, which affects between million employees in the United States alone. With a goal of education, as well as reinforcing Howard Leight's global brand image as the industry leader, Catapult Thinking created a series of industrial brand communications pieces, including Web features, print ads and software identity and interface.
Catapult Thinking worked with Escondido, CA-based Motionstrand to design a new global Web site http://www.howardleight.com. The site includes a first of its kind online guide, the Hearing Protector Selector, which helps people solve real hearing safety needs by providing a range of solutions for their specific industrial applications. Users can identify their noise exposure levels or specific ratings required, product styles and features, and from their data, the site recommends the most applicable products.
"Our new site is not just about hearing protector products, it's about building trusted relationships," said Renee Bessette, marketing manager for Sperian Hearing Protection. "Occupational hearing loss affects millions of workers worldwide, and we are committed to becoming a safety manager's partner in managing their Hearing Conservation program. We've worked very hard to provide the freshest, most authoritative content on our Web site and the most effective motivational tools."
Catapult Thinking also designed the visual identity and user interface for another brand-building piece of educational technology called VeriPRO, a PC-based software with an audiometrically optimized headset that measures real-world attenuation of unmodified earplugs. The field verification software enables safety managers to assess whether employees are getting the maximum benefit from their protection devices or require additional training, or a different model. Safety managers also experience greater ease in fulfilling regulatory requirements for training with the use of VeriPRO software.
In support of Howard Leight's Hearing Conversation Program, Catapult Thinking also created a series of print ads. Avoiding the industry standard 'product as hero' approach, the ads featured the theme 'Never Compromise' and told real human stories, focusing on people on the job. The campaign is based on a series of testimonials from Howard Leight product users who work at major corporations. The campaign emphasizes effective Hearing Conversation and encourages readers to access the new Web site and to try the new Hearing Protector Selector.
Since the launch of the new site, Howard Leight has averaged over 10,000 visits per month, with about 80 percent being new visitors. Additionally, the company has seen more leads coming in from the Web site, especially pertaining to those highlighted on the home page. Due to the uptick in traffic, Howard Leight is working with Catapult to add new functionality, including language regionalization and RSS feeds.
About Catapult Thinking
Catapult Thinking is a ten-year old business innovation and design consultancy that fuses together strategy, creativity and research to help companies capitalize on new business opportunities, reposition existing product lines, create strong brands and design compelling customer experiences. Unlike pure business consultancies or design firms, Catapult Thinking focuses on leveraging innovative opportunities to advance its clients business and create ROI. Catapult Thinking's marquee services include opportunity design, strategy design and the customer experience.
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