Australian street fashion photographers Archer & Pen were heading to LA to launch their fashion blog. Looking to make a splash on the sunset strip, they wanted to brand their company with a new logo and an edgy but on trend identity.

 

Originally named after the founders, the name change to "Sonder" felt like a strong strategic move. Based on the philosophy that when you run into a stranger you realise you are only in their vivid life for a fleeting moment. This directly relates to taking a photo of someone. The Sonder photographers only get a glimpse of what makes their subjects style, their personalty, only scratching the surface as to why they choose to express themselves with their unique style. Using elements of LA nightlife as an inspiration, plus rough street illustrative typography.