Sonder
Brand Design and Visual Strategy
Sonder is a hospitality company offering design-led short-term rentals in major cities.
As Senior Brand Designer, I rolled out their new visual identity across marketing, digital, and in-room experiences.
Brand Identity & Guidelines
I created comprehensive brand guidelines to ensure consistency across every channel—from positioning to platform-specific toolkits.
This included key brand assets and style guides for marketing, social, and sales teams—empowering them to deliver a unified, high-impact brand experience.
Brand Deck – Introducing the brand’s values and positioning
Social Media Guide – Defining tone, style, and layouts
Powered by Sonder Guide – Outlining strategy for our hotel portfolio
Campaign & Marketing Design
Email templates
Redesigned a flexible, modular system for marketing emails—responsive, accessible, and fully aligned with the new brand. This enabled faster asset creation, stronger brand consistency, and A/B testing for ongoing optimization.
Tools: Figma, Iterable
Collaboration: Marketing, Product Design, Front-end Devs
Social Media
Produced diverse visual content (stories, posts, carousels) for both B2C and B2B audiences. Our iterative approach combined trend testing and adaptation to boost engagement.
Key projects:
- Property & Destination Launches — Visual storytelling to showcase new Sonder locations with consistent branding
- Astrology Series Revamp — Updated zodiac posts to match trends, driving higher reach and engagement
- Sonder Spotlight — Assets for artist partnerships: Instagram content, Spotify playlists, city guides
- AI-Generated Videos — Used AI tools to create dynamic short videos, enhancing channel performance
Landing Pages
Redesigned key landing pages to reflect Sonder’s new brand identity, ensuring visual consistency and a seamless user experience.
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Implemented updated branding with consistent typography, color, and imagery
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Developed modular sections for easy content updates
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Designed fully responsive layouts for all devices
Tools: Figma, Unbounce
Collaboration: Marketing, Product Design, Front-end Devs
Blog Redesign
Updated Sonder’s blog to reflect the new brand identity—enhancing clarity and turning it into a stronger marketing tool, without changing the core structure.
Key improvements:
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Applied refreshed visuals for a cohesive, on-brand look
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Improved typography and hierarchy for better readability
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Streamlined components to support marketing-driven content
Tools: Figma, WordPress
Impact: Clearer, brand-aligned blog supporting both B2B and B2C content
Collaboration: Marketing, Product Design, Front-end Devs
Guest collateral
I designed in-room materials like welcome cards, signage, and printed guides to create a cohesive guest experience aligned with the new brand identity.
I also developed a digital version of this collateral, accessible via QR code, to simplify rollouts for new openings. This flexible format allowed for easy updates, localized content, and interactive additions like city guides.
