XRAI Glass wanted to launch their revolutionary new software that converts audio into subtitles on smart glasses in real time, in the UK and US. For this to be successful, we needed to communicate to the deaf community that XRAI Glass is not here to replace existing means of communication but to enrich it.
How We Got There
We positioned XRAI Glass as a lifestyle brand, and as an aspirational augmentation to the wearer’s everyday lived experiences.
To achieve this, we developed a new visual system to showcase the brand, along with new brand guidelines. This visual design formed the backbone of an integrated campaign across social and digital channels, which included capturing deaf or hard-of-hearing influencers reacting to their first test of XRAI Glass, and the emotional experiences that followed.