Sonder
Brand Design and Visual Strategy
for Sonder, a hospitality company providing design-driven short-term rentals in major cities worldwide.
As a Senior Brand Designer at Sonder, I was responsible for rolling out the company’s new visual identity across various digital and physical touchpoints. From marketing emails to landing pages and editorial content, I ensured each asset was visually consistent, strategically aligned, and in line with the refreshed brand direction.
Brand Identity & Guidelines
I developed comprehensive brand guidelines to ensure visual consistency and strategic alignment across all touchpoints — from high-level brand positioning to channel-specific guidelines for social media and sales.
This included creating core brand assets and detailed style guides to support the marketing, social media, and sales teams in delivering a unified and impactful brand experience.
- Brand Overview & Marketing Deck: Introducing the brand, its values, and differentiators.
-
Social Media Style Guide: Defining tone, style, layout, and content for consistency.
-
Powered by Sonder Style Guide: Detailing branding and content strategy for this hotel portfolio.
Campaign & Marketing Design
Email templates
A complete redesign of marketing email templates in collaboration with a developer to make them responsive, accessible, and aligned with the new brand identity. The goal was to create a modular, flexible, and reusable system, allowing easy adaptation of emails for various content types.
Tools: Figma, and Iterable
Impact: faster asset creation, brand consistency across our communication (B2B and B2C)
Collaborated with: Marketing, Product Design, Front-end Devs
Social Media
I created visual content for various formats (stories, posts, carousels) tailored to different tones (B2C and B2B). Key projects included:
-
Property & Destination Launches: Designed Instagram stories and posts to showcase new Sonder locations, highlighting unique features while maintaining brand consistency.
-
Astrology Posts: Developed astrology-themed posts, which became top performers on social media, driving significant engagement.
-
Sonder Spotlight Campaign: Created visuals for an artist collaboration program, focusing on creativity and brand alignment.
-
AI-Generated Video Content: Used AI tools to create engaging video content, boosting performance on social platforms.
These initiatives helped enhance brand presence and increase audience engagement across all social channels.
Landing Pages
I worked on redesigning key landing pages to align with Sonder’s new brand identity, ensuring both visual consistency and user experience.
Key Contributions
-
Brand Implementation: Applied the new visual identity to landing pages, ensuring consistent use of typography, color, and imagery.
-
Modular Design: Created flexible sections that allowed teams to easily update content while staying on-brand.
-
Responsive Layouts: Ensured seamless performance across all devices.
These updates improved brand consistency, usability, and conversion rates.
Tools: Figma and Unbounce
Impact: Cohesive brand experience and improved usability, conversion-driven design
Collaborated with: Marketing, Product Design, Front-end Devs
Blog Redesign
I redesigned Sonder’s blog to align with the new brand identity and improve both readability and user experience.
-
Applied the updated visual system for a more cohesive look
-
Simplified content structure to make articles easier to navigate
-
Improved responsiveness and usability across devices
The result was a more polished, brand-aligned platform that better supported content and marketing goals.
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.
