SonoSpace
‘Steve Irwin in a tuxedo’ is one of the best briefs we’ve ever received. When Bryce Allen, a seasoned sonographer with 10 years of experience and a knack for creating engaging educational content, approached us to help launch SonoSpace, we knew we were in for a good time.
Bryce was looking to shake up the typically dry, formal sonography online education market with engaging content and humour, while still delivering advanced expertise. Could we translate ‘Black caviar with a VB tinny’ into an engaging identity that attracted his ideal audience?
Our Role:
Brand Strategy
Visual and verbal brand identity
Website design & development
The Project Pickle
Bryce needed a brand that could reflect his unique approach of combining serious clinical practice with an engaging personality. It needed range too. From first-year students to experienced professionals.
This sounded to us like a winning formula for competing in a typically conservative medical education space.
Our Approach
We dove deep into Bryce's world, exploring the where advanced sonography and his unique personality met. We developed a strategy that positioned SonoSpace as the go-to platform for advanced, engaging musculoskeletal ultrasound education.
We pitched the name “SonoSpace,” capturing the idea of a dedicated online platform for the sonography community. We then got to work crafting a visual identity that balances professionalism with charisma.
Bryce wanted something that would capture the ultrasound theme without being cliché. In his words, he wanted “intrigue, and a bit of wow factor that shows the access to advanced technologies.” As someone who partners with Philips, testing their advanced sonography prototypes, this was key.
We also developed a verbal identity that would cut through the noise and reflect Bryce’s engaging style without sacrificing the professional edge.
Logo Development
As usual, when approaching the logo design, after getting to grips with the brand strategy, we got stuck into sketching concepts. We typically aim for a minimum of sixty sketches. Not because it’s a magic number, but it’s a useful baseline to help push us past obvious ideas that have been done to death.
After sketching dozens and dozens of S-S combinations — mostly trash, a few winners — looking to capture some of the unique positioning of SonoSpace, we chose a couple to pursue to the next round and worked them digitally into two final concepts.
The final SonoSpace brand captures Bryce's unique approach, disrupting the sonography education market with a blend of expertise and personality. It's professional enough for experienced practitioners, yet engaging enough to attract and retain students.
In Bryce's words:
“SonoSpace is where serious research meets butt jokes and happy hour. I wasn't sure how we'd get that into a brand identity design. And they nailed it. Stoked. It's authentic and looks sick.”
