In anticipation of the RNID celebrating its centenary in 2011, we were asked to create a bold new identity: Action on Hearing Loss. The aim was to create an identity that better represented the full scope of the charity's work for a world in which hearing loss doesn't limit or label people, tinnitus is silenced and people value and look after their hearing. During the two-year project, extensive research discovered that, despite its 100-year history, RNID's name had very low recognition, was often confused with other organisations with similar names/acronyms and did not reflect the full spectrum of the charity's support and services. Action on Hearing Loss established a clearer position about its mission, marking a shift toward a more campaigning stance and a strategy defined as 'challenging attitudes and inspiring action.' The new underline/strike through design centers on the idea of 'underlining the positive' and 'striking out the negative' to emphasize a flexible range of key messages about eradicating the negative impacts of hearing loss. Typeface: Gotham.