Phonak, a leading hearing aid manufacturer, selected Wight & Company to bring an audiology research center to their U.S. headquarters. The new facility would collect empirical-based data from both standard sound booths and product validation from real world patient experience. An apartment “listening loft” setting was created, emulating sounds that a patient might hear at home. The program also included redesign of the customer call center and conference rooms. A branding message was used to celebrate the hearing aid as a resounding experiential gain, supported through images and quotes from famous musicians and opera singers, creating real life context.