Sojern Brand Illustrations

As part of the brand refresh initiative I led at Sojern, I defined and build out a library of graphic illustrations for use across all of our brand materials. The previous brand identity had only used stock photography, and as the business transitioned to a platform model, I wanted to create something that would better communicate the benefits of our platform for our consumers – highlighting their pain points and showing how we could solve for the business objectives that were most important to them.

I pulled several elements from the old brand to ensure continuity, including our signature colors and triangle motif. From there, I built out a series of 'building blocks' graphically highlighting important metrics that would resonate with our customers alongside key conceptual features of the platform. Using these building blocks, I defined a flexible style that combined stock photography with these graphic elements to create composite illustrations that can be used in a variety of contexts—from website graphics to sales presentations to ebooks and reports. The flexibility of the system allows us to show platform features, highlight a key benefit, or spotlight a particular statistic.

As a part of this process, I built out a library of mid-fidelity mockups of the Sojern platform and the various ad channels we offer our customers. These elements can be used on their own or in tandem with the graphic building blocks to expand our storytelling ability in a way that is aesthetically elevated clean. Finally, I created a searchable illustration library accessible to all Sojern employees, where they can easily access ready-made graphics or build their own using pre-built components.