Five Minutes with… Claire Prangley
Members of Design Assembly make up a network of Friends working together to build a thriving design scene in Aotearoa New Zealand. Our ‘Five Minutes’ series profiles the breadth and depth of design practice in our network.
Today we speak with Claire Prangley from Sonder by Claire, who has had a pretty winding creative journey.
Tell us about your career background:
I started out in brand management and marketing before heading back to study graphic design in my late 20’s. Over the years I’ve worked across so many industries and really all completely different. From fashion to fast food, every project has taught me something new about how people connect with brands.
After freelancing between kids and life for a long time, I finally brought everything under one name Sonder by Claire. Its super exciting and feels like a natural place land. I get to work with feel good, design led brands and founders (often other great women and mums). The path wasn’t linear, but it’s given me a really wide creative lens and an appreciation for brands that feel grounded and intentional.
Tell us about your studio:
Sonder by Claire is all about bringing people’s ideas and vision to life through creative branding with a pragmatic approach. I mostly work with solopreneurs in the lifestyle, home and design-focused brand space. I enjoy the role I play in helping brands and in turn people thrive. I get to meet amazing people with a story to tell and help them shape it into something impactful that they’re genuinely proud to show off.
I would say my design focus is doing enough without doing too much. Creating effortless brands with enough of a point of view to get noticed but still elegant and refined. I enjoy creating the rules for a brand, visual consistency and clear storytelling and goals on where to and what next. Making sure brands are timeless.
What does your design process and philosophy look like?
My design process is all about understanding the person behind the brand before anything visual even happens. I always start with discovery… getting clear on the story, the purpose, the audience and the feeling we want the brand to create. This brand gold then guides everything that follows.
From there I move into the fun stuff like moodboards, colour exploration, visual direction and the early creative concepts. Here the brand starts to take shape and we find the style that feels most true to the client. Then it’s about refinement, consistency and bringing it to life across the right touch points. I’m a big believer in brands that are beautiful, yes, but also practical, intentional and easy to use in the real world.
Design should feel like you. It should tell your story, connect with the right people and make you excited to show up for your business each day. It’s also the vehicle that carries your message, communicates your value and ultimately drives sales.
What does a typical day look like for you?
My morning pre 9am is spent chasing three children out the door. Followed by coffee pick up from my local Black Cottage, then onto work.
A typical day in my studio is a mix of creativity and real life. With a client or two sprinkled in, which I actually love as its sometimes the only adult conversation that day!
Some mornings are all about brand concepts, colour palettes or moodboards, while others are spent writing, planning or refining client presentations. Afternoons tend to drift into design development or creative direction. And somewhere in there, the reality of three kids means school pickups, snacks, activities and a bit of organised chaos before I jump back into anything that needs wrapping up.
No two days look the same, but the constant thread is creativity, good people and the quiet joy of building great brands. I love spontaneity and the pressure of deadlines, and having a range of clients means I’m constantly pivoting between different ideas, industries and stories. It keeps things interesting.
What’s one thing that you would like all of your clients to know?
The more honest you can be in the early stages as far as your goals, challenges, likes and dislikes – the stronger and more personalised your brand will be. Great design doesn’t come from a perfect brief or pinboard, it comes from real conversations. Your story, your challenges, what excites you, who you’re trying to reach, what’s their need to solve, likes, dislikes etc. This can sometimes take a session or two to uncover.
Once nailed, you have the foundations to start thinking about the visual creative direction like mood, colours, fonts etc. This is where everything starts to click. When the strategy is grounded in honesty, the design naturally becomes stronger, clearer and far more effective.
What are your favourite tools in the studio?
I’m an Adobe girl at heart, so Illustrator and Photoshop are my go-tos for brand identity work and refining all the visual details. But I also use Canva and Adobe Express with a lot of clients to make sure their brand is easy for them to use day to day. It’s great for templates, social content and keeping everything consistent. Figma has become another favourite for web and collaborative work, especially when I’m mapping out user flow or wireframing.
And honestly, nothing beats a trusty notebook when I’m trying to crack an idea. I find ideas flow more quickly and are less limited with a pencil in hand. This is how I nail down my creative ideas and work out which ideas need developing further. I enjoy that this can be done anywhere. In the school carpark or outside in the sun. Time off my computer is always nice.
What are your favourite types of projects to work on?
If I could choose, I’d always be working with clients who bring the same passion and energy to the table. I love working with lifestyle brands and founders who care deeply about what they’re building. The ones who show up excited, open and ready to go. Interiors, home, lifestyle, creative services, retail and purpose-led brands… that’s my sweet spot. Projects with heart, clarity and a desire to create something meaningful.
What project are you most proud of?
I recently designed the Walk the Talk 2025 to reimagine Youthline’s annual campaign identity, creating a bold, unified brand that sparks action and connection. From strategy to visuals, every element was crafted to inspire participation and amplify the movement for youth mental health. It was a huge multifaceted brief from billboards and online advertising to creating a full icon and logo suite, tone of voice and merchandising.
Do you have any advice about our industry for emerging designers or career changers?
Absolutely. Stay nimble and curious. Be open to trying new ways of doing things and keep building your skill set. The industry is shifting fast, and adaptability is everything.
Design authority and expertise have never been more important. There will always be a need for human-led design and strategy to guide brands. The brands that truly land are the ones crafted with care, clarity and insight. I don’t believe this part can be automated. New Zealand is packed with outrageously talented designers. Trust your voice and back yourself.
Where do you draw inspiration from?
Honestly, everywhere. I get just as much inspiration from real life as I do from perusing design work. I recently went on a local garden ramble (basically a local tour of gorgeous gardens) and came home buzzing with ideas for colour combinations. Podcasts and YouTube are almost always playing while I work, so like everyone, I’m constantly absorbing little gems of insight and inspo. And of course, being a designer, I have a Pinterest board so overloaded it barely functions anymore. Also enjoying Cosmos and an alternative.
I try to pay attention to how people live, what they’re drawn to, and what naturally feels ‘right’ for a space or a brand. I love nature, fashion and culture and all of this feeds my creative brain. Inspiration isn’t one big moment. I feel like it’sitsa constant collection of building ideas. The hard thing is keeping track of them all. Miro is a great place for half baked project ideas and I’ll often bounce around boards for relevant ideas.
What hobbies or interested do you have outside of work?
I have three kids so do they count?! Walking, gardening, food and animals. I used to have much more to add to this but this is the life stage I’m currently in. And luckily, I don’t see my job as real work.
I’ve recently signed up for adult ballet. So trying to squeeze the odd thing into my hectic after-school schedule for me.
Where can people connect with you?
Website – https://www.sonderbyclaire.co.nz/
Instagram – @sonderbyclaire_brand_design
Email – claire@sonderbyclaire.co.nz