Sonder celebrates the rich complexity of humanity with its multifaceted, modular rebrand by OHMY

What makes truly engaging, fascinating research? According to Sonder, it’s all about the people. Dedicated to the art of great research, the collective of researchers, strategists and analysts (formerly known as Consumer Insight), transform complex data into meaningful insights. Its new identity – created in collaboration with design and technology studio OHMY – puts its human-centred approach and progressive vision at the forefront of all its brand elements. This is neatly encapsulated in the new name itself, Sonder, a word that describes the realisation that every person has a life as rich and complex as your own. To match its refined vision, OHMY delivered a fresh identity, tone of voice, name, website and assets interwoven with the company’s values and story. Sonder’s new name is firmly established, thanks to the new wordmark, set in Aro from General Type Studio. “We chose it for its sense of authority, providing a strong foundation for this people-first business,” says Joe Burke, Co-founder & Creative Director of OHMY. Whether displayed as the full wordmark, or as the ‘S’ brand mark, he describes it as a “grounding element amidst the vibrant design, something the staff can rally behind like a flag.”