Sojern 2022 Rebrand

Please excuse the mess. This project profile is a work in progress. You can see the final project at Sojern.com.

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The rebranding of Sojern was probably my largest project to date and spanned multiple months across a variety of media. The largest focus was on Sojern.com which because the source of truth for both brand and content as well as the main driver for Sojern's marketing efforts.

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The process could be broken down into these phases:

1. Exploration of updating Sojern.com
2. Pivot to a full rebrand
3. Designing a new vision of Sojern
4. Release and revise

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Exploration of updating Sojern.com

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Initially I was tasked with putting together a rough plan for tackling our new website. I put together a deck outline our priorities, goals, KPIs and potential timeline to role these changes out followed by analysis on our competitors.

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I continued to buildout our customer and website user profiles and create persona to help guide the project.

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Pivot to a Full Rebrand

As we continued to discover the pain points and goals of Sojern.com, we realized that we needed to do a full rebrand to reflect our new messaging and growth as a company. The process of building a new brand went side-by-side with our website rebuild. The website was our North Star for all our marketing design and content.

Once we established who was our audience, I got to work crafting keywords on what we wanted our personality to be as well as how our visual help support that vision. I also used a variety of design examples from other websites we liked, looking at current design trends, and a deeper competitive analysis.

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Designing a New Vision of Sojern

I began to iterate on different versions with members of the marketing team using our research and generated ideas using Figma.