Sojern Rebrand

Challenge

Sojern’s brand had remained largely unchanged since 2017, and it no longer reflected the company’s evolution into a tech-forward platform. The site wasn’t mobile-friendly. The logo font didn’t match anything used elsewhere in the brand. Design assets leaned heavily on orange and white, lacked clarity, and didn’t include any real representations of the platform.

Internally, teams struggled to find consistent visual templates. Charts weren’t standardized. Branded assets felt dated. Creative and marketing resources were spending too much time recreating and making new pieces due to a lack of robust templating.

Strategy

This wasn’t about burning the brand down, it was about elevating it. The refresh preserved familiar elements like the Sojern orange while adding depth, flexibility, and purpose to the system.

The rebrand focused on five key pillars:

• Modernize the brand to reflect Sojern’s SaaS platform positioning
• Improve accessibility and mobile performance
• Create flexible, reusable design assets for internal teams
• Introduce platform visuals to anchor the value prop
• Tell more human, tech-connected stories through visual design

Creative & Design System Highlights

• Logo Redesign: Thickened the compass icon for stronger visibility, replaced the outdated type with a brand-consistent font, and improved spacing for digital readability.
• Color Strategy: Updated Sojern Orange with subtle red tones to reduce eye fatigue. Introduced dark blue to signal tech, sand and off-white to soften the palette and improve contrast/accessibility.
• Triangle Motif: Pulled the triangle from the compass tip to create dynamic patterns used throughout the brand, representing direction, movement, and momentum.
• Photography Style: Introduced rounded “window” shapes in image containers, inspired by airplane windows and designed to feel like a view into new places.
• Composite Graphics: Created a graphic style that combined people-centered imagery, platform visuals, and performance data to tell richer visual stories, making the abstract value of the product more tangible and human.
• Data Visualization: Built branded Tableau templates and a color-safe charting system for internal analysts to generate on-brand visualizations without needing design help.
• Platform Representation: Established mid-fidelity UI mockups of our platform to use across the website, ads, decks, and one-pagers — a major visibility gap in the old brand.
• Accessibility & Responsiveness: Rolled out the first-ever mobile-optimized version of Sojern’s site. Created color, spacing, and interaction styles with accessibility best practices in mind.

Role & Contributions

• Directed all creative work and strategy for the rebrand
• Developed design system updates and documentation
• Led the redesign of the Sojern website (desktop and mobile)
• Partnered with marketing, product marketing, and c-suite teams for cross-functional rollout
• Built Tableau themes, image templates, and Google Slides styles for internal team use
• Trained stakeholders on how to use the updated brand system

Outcomes

• Full rebrand launch aligned with Sojern’s 15-year anniversary - completed in five months
• 100% mobile-friendly, accessible site redesign
• New design system adopted across all marketing and product teams
• Improved internal consistency and speed through reusable design elements
• Enabled analysts to self-serve charts with Tableau templates
• Stronger perception of Sojern as a SaaS platform

Reflection

This rebrand was about more than new colors or shapes, it was about reintroducing Sojern to the world in a way that reflected who it had become. It brought new energy to the company, made design more accessible across teams, and gave us tools to move faster and show up more confidently in the market.

‍

‍