Since 2014, the home-sharing platform Flatbook has been managing and curating vacation rentals. Poised to become the next big thing in hospitality, the company offers consistency and comfort, no matter where you go: fresh linens, a personal concierge, kitchen essentials and various sundries. Earlier this year, Flatbook changed their name to Sonder and asked us to help reimagine their identity and website into something beautiful and functional.
Art Direction, Branding & Identity, Visual Design, User Experience, Content Strategy, Copywriting
We were inspired by the concept of journeys, destinations and everything in between. Our approach evokes the transformative nature of travel, illustrated by the phases of the moon. The logo is a nod to an eclipse, which dovetailed nicely with the realization that every random passerby is living a life as vivid and complex as our own. We knew we could draw some rich, interesting parallels with the concept of voyages when using the phases of the moon as a graphic element.
We set out to build collateral that contrasts the more refined aspects of Sonder’s offering with their human approach to hospitality and unparalleled guest service. It was important that every brand touchpoint was equal parts bold, polished and offbeat. As such, we created a palette inspired by primary colors, not only to serve as a key differentiator to competitors like Airbnb and HomeAway, but also to highlight Sonder’s more upscale offering. Various typography styles are remixed and rematched to give a unique, personalized touch to posters, welcome books, tote bags, toiletries and more.
The brand’s sense of exploration and discovery informed our digital approach. Since we had just six short weeks to design and develop the website, we conducted user testing and research to overhaul the booking experience, and tested our theories by creating high-fidelity wireframes to resolve useability questions before focusing on design. Since Sonder prides itself on curating homes in local neighborhoods as opposed to tourist traps, our strategy hinged on leveraging content about what makes these neighborhoods unique, and using those findings to populate the search.
– Eric Walker, Chief Technology Officer at Sonder