Sound Ergonomics: From Inherited Identity to Authentic Authority
SUCCESS STORIES
brand identity
website design
brand messaging
custom brand photography
custom photography library
Shopify development
content strategy
custom design templates
“Calvina’s collaborative approach to branding has been instrumental in bringing my vision to life. She listened closely to my needs and preferences and then translated that into a brand identity that beautifully reflects who I am and what I offer. I’m thrilled with the end result.”
– Jennifer Sipert, CEO
Brand Evolution vs Brand Revolution
Jennifer, the owner of Sound Ergonomics, reached out to me because her brand just didn’t match her vision or expertise. As a seasoned sonographer, she had taken over a business with an old-school look that wasn’t doing her any favors in connecting with her goals or her audience.
The biggest hurdle was shifting away from the previous owners’ identity to something that truly reflects her style, while still honoring the company’s established reputation. What she really needed was a fresh, professional brand that could engage her three key audiences: sonographers, program directors, and clinical leaders.
From hidden to heard. Sound Ergonomics found its voice through brand transformation.
1. Audience Clarity
By restructuring her website strategically, Jennifer can now connect effectively with her three key markets. We created dedicated pathways for sonographers, program directors, and clinical leaders. This approach addresses each group’s needs rather than using a one-size-fits-all message. The result? A navigation system that instantly directs visitors to the right section.
2. Visual Consistency & Professionalism
The brand makeover created a cohesive visual style that works beautifully across all platforms. By choosing a standout green as the primary brand color and using it in a thoughtful way alongside other elements, we created a look that’s both memorable and professional—something that can hold its own among the best in her industry. This design extends from her website to business cards, presentations, and more, delivering the unified brand experience Jennifer was looking for. Her response to the new cohesive system was instant: “I just really like it. It’s clean, it’s professional… I cannot wait to update everything about how this brand feels.”
3. Authentic Brand Alignment
The most significant breakthrough came when we developed a brand identity reflecting Jennifer’s values and expertise. This alignment between her style and her business presentation eliminated the disconnect she used to feel with her brand. After working together, she said, “It felt so good, and it made me feel really proud that the branding and my engagement with them matched.” This new alignment gave her the confidence to showcase her expertise and build trust with her audience instead of hiding behind a brand that didn’t truly represent who she was.
Capturing the subtleties of the sonography and ergonomics fields through photography
Building a brand for Sound Ergonomics came with its own set of challenges, especially when it came to pinpointing the specific needs of sonographers and ergonomic practices. The ultimate goal was to create a visual identity that speaks to sonographers who know firsthand the physical demands of their job.
One feedback we received really sums it up: “I feel like you really listened to me. You took my concerns to heart and put in the effort to understand the nuances of what we do.”
Photography was a key element of the branding process, but it wasn’t without its hurdles. Many stock images incorrectly showed sonographers using their equipment, which didn’t align with what we aimed to promote. To change this narrative, we organized a custom photoshoot that highlighted proper ergonomic techniques.
We also needed a standout hero shot for her website. We captured a candid moment of a sonographer joyfully holding her child—a beautiful reminder that those who are pain-free can relish simple moments like these. This photo also showcases a posture that someone in pain simply couldn’t achieve. It’s a nuance that only fellow sonographers can truly appreciate, emphasizing the joys of a healthy, pain-free life.
Her hesitation about investing in branding turned into excitement when she saw how it could elevate her business at this pivotal moment
Like many business owners, Jennifer initially hesitated to invest in professional branding.As the new owner of a business with a mixed reputation, she was concerned about losing existing customers while trying to update the brand. Plus, she questioned whether professional branding could truly reflect her specialized field without becoming too complicated or overwhelming.
We started by diving deep into her industry to learn about the equipment, terminology, and ergonomic principles that are key to sonography. This effort showed her that her brand could be both visually appealing and technically sound. As Jennifer put it, “I like seeing those same things, but related to my industry.” Instead of suggesting a complete makeover, we focused on evolving the brand to keep the good aspects while addressing the issues.
We came up with clean, professional design options that conveyed complex ideas without being cluttered. Our emphasis on simplicity resonated with Jennifer, who later described the look as “clean, professional, and straightforward.” Through this process, we helped her realize that effective branding doesn’t always have to include ultrasound-specific elements to showcase expertise. We highlighted how the brand could serve as a valuable business tool, not just a decorative touch-up.
The shift in Jennifer’s mindset was clear when she said, “I had no expectations. I did not try to overthink things. I just tried to have a blank slate, just wait and see.” This fresh perspective allowed her to embrace the process fully and create a brand she’s excited to share. Her enthusiasm about the brand’s potential to help her expand into new markets like Canada showed that she now sees branding as a strategic asset, not just a visual exercise.
The emotional impact of brand alignment
One of the most powerful insights was discovering how much the previous brand’s disconnect affected Jennifer. After seeing her new brand, she shared, “It felt so good and made me proud that the branding matched my engagement with them.” This emotional alignment was a game changer, boosting her confidence in showcasing her expertise and building trust with her audience.
The power of visual simplicity
We realized that Jennifer’s logo didn’t need to include ultrasound-specific elements to convey her expertise. As she reflected during our process: “Do I really need anything super ultrasound-related in the logo? The truth is, I don’t think so.” This insight led to a clean and thoughtful design that communicates her expertise without resorting to obvious industry symbols.
The new brand identity perfectly aligns with her unique point while allowing her to stand shoulder-to-shoulder with industry giants
When Jennifer first saw her new brand, her excitement was palpable. “I love seeing everything come together! It’s clean and professional—such a refreshing change from our outdated identity. This transformation really embodies the potential of our business!”
The shift from the old identity was striking. While the previous branding felt dated and sometimes clashed with Jennifer’s fresh ideas and expertise, the new brand was cohesive and aligned perfectly with her vision.
“Oh my God, yes! I can’t wait for everything that’s to come!”
“Calvina's collaborative approach to branding has been instrumental in bringing my vision to life. She listened closely to my needs and preferences and then translated that into a brand identity that beautifully reflects who I am and what I offer. I’m thrilled with the end result.”
– Jennifer Sipert, CEO