Dr Rajit Narayan passion for women’s healthcare evolved during his training in Obstetrics and Gynaecology, nationally and overseas, which led him to obtain sub-specialty training in Maternal Fetal Medicine at Sydney’s Royal Prince Alfred Hospital. 

He approached Harley Johnston Design with the vision to set up a prenatal centre optimising healthcare outcomes for mothers and babies. He required a name for this business as well as branding, website and stationery design.

After discussing the project with Dr Narayan and interviewing his colleagues we came up with a range of possible name options with the front-runner being Sound Start. The name links to a babies start in life and also ultrasounds – a big part of Dr Narayan’s work – while sound has the double meaning of being solid and trustworthy.

While working on concepts we discovered a pregnant woman sitting in a chair in the letter R, also the first letter from Dr Rajit’s name. The brand identity reflects the calm and professional nature of Dr Narayan. Interactive consultation forms were designed and developed as well as a basic responsive website.