Improving life for millions by helping the hard of hearing experience the world in an extraordinary new way.

XRAI Glass' Bold Space

Life. Subtitled


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.

Positioning | Rebrand | Brand Guidelines | Content | Consumer PR I Influencer Campaign I Earned Media

An optimistic moment

New brand guidelines created a distinct, positive feel to the brand.

Content world

New photographic and film content fed into the campaign, social media and web design, including editorial-style content for publications to use freely.

Louder together

Deaf or hard of hearing influencers became our brand ambassadors when they experienced XRAI Glass for the first time. This built huge organic reach and credibility. Along with this, C-suite profiling and consistent media relations built out a substantial narrative for the brand across the globe.



Pieces of coverage


Pieces of broadcast


Video views


Equivalent advertising value


Media impressions


Positive sentiment across social


Bringing a new product to market is never easy, getting it in front of more than 3.3bn viewers is almost impossible. However, Boldspace made this a reality for us in no less than 5 weeks! We cannot thank the team enough for all their hard work and expert execution. We've never experienced such a professional service and we can't wait to experience it again and again.

Mitchell Feldman
Chief Sales & Marketing Advisor