Let’s face it: data analysis hardly sounds like the sexiest of subjects. But often, it actually is. Take Sonder, formerly Consumer Insight, a company that transforms complex data into meaningful insights through human-centred research.
When you dig down into that, it means their work is all about understanding how people behave and why they do what they do. And who isn’t interested in that?
Their old brand and name, however, no longer reflected their forward-thinking approach. They needed a fresh identity, tone of voice, and name to match their progressive vision. And so they turned to OHMY, a digital-first design studio based in Warwickshire that “builds brands, websites and apps for ambitious businesses” to craft a new identity. Joe Burke, creative director of OHMY, explains how they went about it.
Unique stories
The company, at this time known as Consumer Insight, had been operating under that name for two decades and felt it no longer reflected its identity. Having just completed a significant internal positioning process, it approached OHMY as a long-term partner to help bring its new direction to life both verbally and visually.
This rebranding coincided with several pivotal achievements, including becoming a B-Corp and being listed in The Sunday Times’ top 100 places to work.
“The company’s core values, Tidy, Restless and Human, were central to our approach,” explains Joe. “We ensured these values flowed through every aspect of the design.”
“‘Tidy’ meant we created a strict grid system for layouts and illustrations, reflecting their methodical approach to research. ‘Restless’ meant we incorporated hand-drawn elements that occasionally break out of the grid confines, adding expression and dynamism. And to make it ‘Human’, we developed a “Tapestries” illustration system using photographs, moments, and memories to celebrate the complexity of human experiences.”
Logo and typography
For the logo design, the team focused on creating a strong wordmark based on Aro from Good Type Foundry. “We chose this typeface for its sense of authority, providing a robust foundation for this people-first business,” explains Joe.
“The wordmark acts as a grounding element amidst the vibrant design,” he adds. “It’s something the staff can rally behind like a flag. We knew there was a lot going on with this design, so we wanted something strong to anchor it.”
Helvetica Neue, meanwhile, was used as the primary typeface, along with Courier New as a supporting typeface. “This combination works perfectly within the client’s main output medium: PowerPoint-based research documents,” says Joe.
“Helvetica Neue offers clean readability, while Courier New adds a classic typewriter feel, reminding readers of the human touch behind the work. This approach allows the company to maintain brand consistency using system fonts, eliminating the need for fallback options.”
Colour palette
OHMY gave the new designs a striking black-and-yellow colour scheme. “Aesthetically, the colours interact to create energy, mirroring Sonder’s restless nature and fascination with people,” says Joe. “The vibrancy and diversity of the palette celebrate the uniqueness of each individual’s story, which is at the core of Sonder’s work.
“Practically, the variety of cohesive colours is crucial for the company’s day-to-day operations, which, as I mentioned, involve PowerPoint presentations and research documents,” he continues.
“This range allows for engaging data visualisation, ensuring that charts and diagrams remain visually distinct and interesting throughout detailed research presentations. It gives Sonder’s team the flexibility to create visually appealing and informative materials that maintain audience engagement, even when dealing with complex data sets.”
Naming and UI design
So, how did they come up with the new name? “We developed creative territories based on the brand strategy and conducted naming workshops within each,” says Joe. “Our goal was to think laterally and push the boundaries of the company’s comfort zone.
“The name Sonder had been considered by the founders previously, and its meaning perfectly encapsulated their storytelling approach to market research,” he adds. “The concept of ‘sonder’ is the realisation that each passerby has a life as complex as our own. This beautifully aligned with their people-centric philosophy.”
As for UI design, OHMY’sOHMY aimed to “create an experience that fully reflects the brand without watering it down for digital platforms,” says Joe. “We were fortunate to have the client’s buy-in to create layouts that pushed conventions while still working within their wider marketing funnel.”
He lists the key priorities for the website redesign. “Modularity: using a strict grid system for layouts, allowing for dynamic compositions while maintaining simplicity in application. Visual interest: incorporating hand-drawn elements and the ‘Tapestries’ illustration system to create engaging designs. Data visualisation: developing a colour palette that ensures charts and diagrams remain visually distinct and interesting. And brand values representation: reflecting the company’s values of Tidy, Restless, and Human throughout the UI, including animations.
The new brand elevates Sonder’s status and conveys the notion that research is as fascinating as the people behind it, helping Sonder expand into new markets.
Lauren Carter, CRO of Sonder, doesn’t mince her words. “OHMY have been fucking brilliant,” she says. “The team did an absolutely unbelievable job on our brand and website. They were a breeze to work with throughout the entire process. We couldn’t be happier with the results.”
