Sojern Rebrand
About The Project
Led the rebrand of Sojern in celebration of its 15th anniversary, modernizing the identity, improving accessibility, and evolving the brand system to reflect Sojern’s position as a travel tech and SaaS company. The refresh impacted everything from brand guidelines and marketing assets to web design, data visualization, and product storytelling.
Overview
Sojern’s brand hadn’t evolved since 2017 and no longer reflected the company’s position as a modern, SaaS-driven platform. I led a full brand refresh that introduced a new visual identity, updated design system, and completely redesigned website.
Challenge
The existing brand was outdated, relied heavily on the color orange, and was visually inconsistent. There were no reusable templates, no platform visuals, a non-responsive website, and limited accessibility standards; all of which stalled speed and clarity across teams.
Strategy
Elevate, not reinvent. Build a scalable brand system that honored the company’s history while introducing modern visual language, accessible foundations, and reusable templates to help teams move faster.
Design Highlights
- Logo Redesign: Strengthened the compass icon and updated typography for digital clarity
- Color System: Refreshed Sojern Orange and introduced blues, sands, and neutrals for balance and accessibility
- Triangle Motif: Created a motion-driven graphic system symbolizing direction and momentum
- Photography Style: Designed rounded airplane-window containers for a human, travel-centric look
- Composite Graphics: Combined UI mockups, people imagery, and data to ground abstract value props
- Data Visualization: Developed Tableau themes and charting standards for analysts
- Platform Representation: Produced mid-fidelity UI visuals to showcase product capabilities across marketing
- Website: Led the first fully mobile-optimized and accessible redesign
Role & Contributions
- Directed creative strategy and execution across all brand components
- Built and documented the new design system
- Led cross-functional rollout with marketing, product marketing, and c-staff
- Provided reusable templates to reduce work for internal teams
- Trained global teams on the updated brand
Outcomes
- Complete rebrand delivered in five months for Sojern’s 15-year anniversary
- 100% mobile-friendly, accessible new site
- Increased internal speed through reusable templates and visual systems
- Stronger market perception as a SaaS platform
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