← IndexHearing-care network / Production system2022 - current

Sonova

Marketing production for 250+ hearing-care locations

250+
Locations in Poland: 80%+
Briefs accepted first round: 500+
Assets / Year

Context

GEERS, part of the Sonova Group, runs more than 250 hearing-care locations in Poland; the group has over 600 in 17 countries. Since 2022 we have run marketing production for the Polish market: retail campaigns, print and digital materials. The work moves through one standing process from brief to finished file, instead of a separate agency project each time.

Campaign landing pages

A landing that explains the public reimbursement step by step and leads to a booked hearing test.

The problem

Before, campaigns started from loose email briefs. Each file travelled between local marketing, the compliance team and production: several rounds of changes, approvals that took weeks, and more than 250 locations waiting for materials. Creative quality was not the problem. Coordination time was, and with it missed dates in the retail calendar.

What we took responsibility for

The marketing production layer for the Polish market: the path from brief to shipped asset, including where compliance review sits and who signs off.

Capabilities at work

Strategy & Design: Brief templates with output contracts: format, channel, regulatory constraints and sign-off owner defined before design starts.
Digital products: Campaign landing pages, a brand knowledge centre and a working prototype of a fitting-room app.
Creative delivery: Retail campaigns, print and digital assets on a modular system: master layouts per channel, locked brand and regulatory zones. 500+ assets a year.
AI elevation: AI carries the volume layer: one video ad assembled into 140+ local versions across seven creative directions, plus variants, resizing and copy adaptation. People hold two gates: brief acceptance and final compliance sign-off.

Decisions

We applied our process to the flow of work, not to the design. The diagnosis (step 01) showed where briefs really stalled: unclear inputs and compliance checks that came last. In step 02 we mapped every type of material against its real approval path. In step 03 that became brief templates which define the format, the channel, the regulatory limits and the person who signs off before design starts. In step 05 the compliance review moved to the start of the process.

How we delivered

Production runs on a modular system: master layouts for each channel, fixed brand and regulatory areas, and local content that changes. AI carries the volume, that is generating variants, resizing and adapting copy between formats. People hold two decisions: accepting the brief and the final compliance sign-off. More than 500 files a year go through this loop.

The work

All 27 city versions of the video ad — The campaign master came from the media agency; the brief was to make it local. We rebuilt it as a script: city photograph, headline with the city name in the correct Polish case, product card and a voiceover per city. Then the same build ran as seven creative directions, three of them above. More than 140 finished videos, and the next city costs a line in a file.

Campaigns and social, from one rulebook

Animated series · curated posts

Top row: one question, four places, animated (“Do you hear the sounds of the mountains, the sea, the city, the forest?”). Bottom row: posts in two registers, photography with the thin line from the brand book and pure typography on the official gradients. Same grid, same logo position, every time.

Diagram: how value is delivered in a scalable way, from brief to optimisation

Board: performance ad formats — Diagram: how value is delivered in a scalable way, from brief to optimisation

Icon set on a 24 by 24 grid, in light and dark versions — One base grid, rounded terminals, one stroke weight: every new icon inherits the geometry instead of being drawn from scratch.

Brand knowledge and process, in one place

Built by us · used by the client's team

Strategy, voice, colour, type and do's and don'ts adapted to the Polish market, for copy, design and marketing to work from the same rules. Shown blurred: the content belongs to the client.

Client journey: a fitting-room app, as a working flow

Concept · interactive prototype, 11 steps

One guided conversation instead of a paper form: the audiogram, the device type, three everyday listening situations, the client's priorities, three price paths with public co-funding already counted in, and the documents ready to print at the end.

A 30-second brand film

Concept · proposed to the client

A proposal taken from brief to script, cast, scenes and two visual treatments in one day, with the green wave from the brand book as the axis of the story.

"
We didn't redesign Geers' communication. We redesigned how it gets approved and shipped.

Outcome

Within two quarters more than 80% of briefs were accepted in the first round, where several rounds of changes used to be normal. Approvals take noticeably less time, and more than 250 locations in Poland get their materials with predictable lead times.

Reflection

In regulated retail with many locations the limit is rarely design capacity. It is how fast decisions get made. Put the decisions in the right place and the volume follows.

They understand the business context and deliver work that actually moves the needle.
Filip MazurkiewiczHead of Marketing & AI · Sonova Group

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