Sontai

Rebranding and Redesigning UX for Sontai

Picture of womans hand pressing macbook key.

The Problem

Sontai provides data analytics to SMEs, consolidating data into a unified business intelligence platform. Despite strong functionality, the brand identity lacked impact and the website and dashboard UX limited usability.

The business needed:

  • A new, cohesive brand identity

  • A design system for consistent rollout

  • UX improvements across website and app to support growth, conversions, and customer confidence

Image of Sontai brand guidelines book.

The Idea

We approached the challenge in phases:

  • Discovery workshops: uncovered business goals, customer needs, and competitive differentiators

  • Rebrand: refined the logo into a distinctive brand mark; defined values of Accessibility, Efficiency, and Growth; introduced a vibrant colour palette and gradients to convey simplicity and dynamism

  • UX research: conducted expert reviews, competitor analysis, user journey mapping, and conversion routing to identify friction points

  • Design system: created a library of reusable interface components for consistency and flexibility

  • Dashboard redesign: applied UX principles to navigation, user flows, and data visualisation, delivering a structured, user-friendly experience

Image of workshop output and wireframes.

The Outcome

  • A bold, refreshed brand identity with stronger recall and market presence

  • Clearer expression of brand values through design and messaging

  • Improved website usability with streamlined user journeys and personalised content

  • A transformed dashboard with intuitive navigation and engaging data visualisations

  • Greater brand recognition and a stronger foundation for business growth

The competition all provide a solution that will provide dashboards, some will even provide templates, but when people want to have something customised they have to know how to do it themselves. As I see it, we are different to them by building and maintaining all of the data connections and metrics ourselves, therefore eliminating the need for an end user to worry about any of that.

- Chris Farr, Sontai Founder

FAQs

  • What challenges did Sontai face before the project?

    A brand identity that lacked impact and website and dashboard UX that limited usability and growth.

  • How did Ideas + Outcomes improve Sontai’s brand identity?

    By refining the logo, defining brand values, and introducing a bold colour palette and gradients for stronger recall.

  • What UX improvements were made?

    Streamlined website journeys, personalised content, and a redesigned dashboard with intuitive navigation and engaging data visualisations.

  • What impact did the project deliver?

    Greater brand recognition, improved customer confidence, and a stronger foundation for business growth.

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