Aespire

Brian Sooy’s Brand Practice, Now Focused Mostly on Home Services

Aespire is a brand strategy and identity firm in North Ridgeville, Ohio, in the Cleveland area. It is led by founder and chief strategist Brian Sooy, who cites 30 years of design leadership, and it describes itself as a Woman-Owned Small Business Enterprise. Healthcare is one of several areas it has worked in. Today its site focuses mostly on home services and construction companies, but it keeps a dedicated page and a full case study on branding a diagnostic testing laboratory.

Naming and StoryBrand Messaging Come Before Any Website

The firm offers brand strategy, StoryBrand messaging, naming, logo and brand identity design, website design and customer acquisition planning. Sooy is a StoryBrand Certified Guide and a certified brand strategist and brand architect, and the firm also produces books, a blog, a podcast and short courses on brand clarity. For labs, its page lists naming, identity design, branding, healthcare marketing and website design.

Naming Conexus, an Outreach Lab for Anne Arundel Medical Center

Its main healthcare project was for Anne Arundel Medical Center in Maryland, which wanted to grow lab revenue outside the hospital with a lab brand that stood apart from the medical center while keeping its values. Aespire interviewed staff, leaders and customers, studied competitors, and recommended name options before the client chose Conexus, a Latin-derived word for alliance. The firm wrote the positioning statement, designed the wordmark and the tagline Partners in Patient Care, planned the go-to-market launch, created sales collateral and built a content-managed website with brand standards.

The agency reports that the project produced $10 million in new revenue in its first year. The client testimonial on the case study praises the firm’s transparency and the way it explained each step.

Phased or Single-Project Pricing for Lab Brands

Prices and contract terms are not published, so quotes are custom. Labs should ask whether naming, identity and website work are priced as one project or in phases, and what support continues after launch. Because the firm is small and founder-led, it is also worth confirming who handles day-to-day project management and how quickly drafts are turned around.

Verifying the Conexus Revenue Figure and Post-Launch Support

• How was the $10 million first-year revenue figure for Conexus measured?
• Have you worked with other labs or healthcare clients since that project?
• Who would handle provider outreach, SEO or paid campaigns after the brand launches?
• Do we own the name research, design files and website outright when the project ends?