Sojern Brand Refresh

Role: Art Director, brand lead
‍Launched: April 2026
Scope: Identity system, color, typography, campaign, website, and collateral

When RateGain unified Adara and Sojern under the Sojern name, the brand had two jobs. It needed to become the home for Adara's customers and team, and it needed to feel visually connected to RateGain. Sojern and RateGain had to read as one family in adjacent event booths, on co-branded materials, and across both websites. We had six weeks from kickoff to the public announcement.

The core challenge was color. Sojern's signature orange and RateGain's bright purple clash when placed side by side, and RateGain's purple and off-white failed accessibility standards. I tested solid colors across the elements that define the Sojern brand, including triangle graphics, composite images, product UI, and data visualization. None of those tests felt cohesive. The breakthrough came when I blended the two colors into a gradient.

That became the foundation of the system. I introduced Lilac, drawn from RateGain's purple, and shifted Sojern's navy to a deeper Midnight Navy, so the two brands share a darker anchor color. I then built three signature gradients: Twilight, Daybreak, and Sunset. Sunset bridges Sojern's Fire orange and RateGain's purple, making it the natural color for co-branded moments. Mona Sans headlines and Inter body type gave the refreshed brand a sharper, more modern voice without requiring a new logo.

The launch campaign introduced the combined company with two lines: "Two industry leaders. One strong brand." and "Welcome to the next era of travel marketing." I extended that system across the announcement video, press materials, social, events, and a "More data, options, insights, revenue" identity series built from our product composite graphics.

Speed depended on documentation. I wrote recoloring guidelines that mapped every old color value to its new equivalent across graphics, web elements, charts, and neutrals. That allowed the internal team and agency to update assets in parallel. The agency handled brand-agnostic production, while my team focused on work that required product knowledge, including the website, product graphics, and sales collateral.

Results:

• Launched on schedule alongside the public unification announcement
• Reskinned the Sojern website and more than 100 composite graphics
• Updated more than 500 master decks and one-sheets, many localized in up to seven languages, and tracked them in a shared log so sellers always knew what was ready