The story of Sonder

Established in 2016, Sonder has been delivering digital projects with purpose to Brisbane businesses for over half a decade.

the Sonder logo dissected

What’s in a name?

Looking the term ‘sonder’ up in a conventional dictionary, you’ll be met with a mysterious blank. That’s because you can only find this term defined in the Dictionary of Obscure Sorrows. It’s a book written by John Koenig that coins and defines neologisms for emotions that do not have a descriptive term. The terms are often based on feelings of existentialism and are meant to “fill a hole in our language”.

Koenig defines the word sonder as the realisation that each passerby is living a life as vivid and complex as your own.

That notion struck a chord with us, echoing our ethos that each brand has a unique story and life of its own. We love discovering what makes each business unique, and being able to share each story online in new and interesting ways.

Sonder (noun):

The realisation that each random passerby is living a life as vivid and complex as your own – populated with their own ambitions, friends, routines, worries and inherited craziness – an epic story that continues invisibly around you like an anthill sprawling deep underground, with elaborate passageways to thousands of other lives that you’ll never know existed, in which you might appear only once, as an extra sipping coffee in the background, as a blur of traffic passing on the highway, as a lighted window at dusk.

Tom Holliday, Indy Lynch & James Roberts

Refined strategy meets flawless design meets powerful engineering, the perfect combo for a successful digital product. Welcome to Sonder.

The Sonder way

We work with great companies of all shapes and sizes, helping to create a perfect online presence. We take real businesses, real people, real brands and create, quite literally – an intangible asset. The Sonder way means focusing on your brand, from where you are now to where you want to be – we’ll help you get there.

Treating people right is fundamental to how we do business. We treat our clients the way we’d like to be treated, with honesty and integrity. We treat each other like family, supporting one another. We treat ourselves to a good day’s work and a good night’s sleep, allowing us to perform better each day. Our goals at Sonder have always remained the same: have fun, experiment, pay attention to the details, have a positive impact on the world around us, do exceptional work and keep learning.

With Sonder, we put our money where our mouth is and live up to our expectations. We’re certain that we’re going to get you results and to prove it, we never use contracts to trap. Whether it’s improving your website or boosting your SEO rankings, we believe that our evidence speaks for itself. We started Sonder in 2016, with the knowledge that there was an abundance of digital marketing agencies already in existence. We had seen enough to realise how rare it was for agencies to deliver not just a digital facelift, but truly game-changing results. As the digital landscape becomes more saturated and online marketing evolves at an ever increasing rate, we strive to turn these challenges into opportunities, both for ourselves and for our clients.

Real success in digital marketing takes knowledge, continual education and an unwavering ability to adapt. As new technologies rise, we up our game and arm ourselves with the skills needed to stay ahead of the curve. When it comes to our marketing, we are straight shooters. We get right down to the point, stick to the plan and put in the work for a job well done. Sonder was born out of our love for creating meaningful projects, helping businesses flourish online.

We exist to make the web simple and profitable for our clients. We stay on the move, solving problems by being constantly curious, relentlessly creative and enthusiastically collaborative. If you have a general question for us, drop us an email at and we’ll get back to you within a day. If you’re just browsing, enjoy your stay. If you’d like to become a client, we’d love to have you. Whichever the case, thanks for stopping by Sonder.

Meet the Sonder team leaders

We’re a diverse group held together by a great team rapport, working seamlessly as a well oiled machine. For more than half a decade, we’ve been proving how small teams can make a big impact.

an image of Tom Holliday 2020

Tom Holliday

Sonder Co-Founder Tom is a digital marketing mastermind with a wealth of expertise. His approach is always hands-on, strategic and data driven, with proven results across startups, enterprises, SaaS, tech, education and more.

James Roberts from Sonder

James Roberts

Co-Founder of Sonder, James oversees the implementation of optimisation to clients’ websites and internal systems. With more than half a decade of experience in web development, he brings a background in design, frontend and backend knowledge.

Indy Lynch from Sonder

Indy Lynch

Indy is a talented storyteller and designer with the ability to produce high quality content across any industry. She has developed countless digital identities across a diverse range of Australian brands and continues to delight our clients with exceptional solutions.

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Today and beyond

Our goal is to be the most reliable source for digital marketing tools and services in the world. We continue to bolster our services with continual research and development to ensure the best possible results for our clients. You can head over to our company blog and join 2,000+ businesses super-powering their revenue with our monthly insights.

Sonder means simple

We’re big believers in the power of keeping it simple. Every bid to make something easier for our clients has always paid off. In the decades to come, we’ll continue bidding on simplicity, clarity, and honesty. This goes for our services, our publications, and our company.

an iPhone 12 that features the Sonder logo

What Sonder means to our Founders

“When we first launched Sonder we wanted to fill what we saw was a huge gap in the market for quality end-to-end digital marketing in Brisbane.

Even though we knew we were moving into a saturated market with almost anybody being able to undercut us, the digital niche we were attempting to fill meant we were confident in building a great business ahead.

We came up with a unique service offering and a strong selling proposition. From there we were able to grow to the company we are today. 2021 marks over half a decade in business, yet we feel like we’re just getting started.”

– Tom & James

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Frequently asked questions about Sonder

To help you make the most informed decision, here are common questions our clients ask us. If you have more questions, you’re welcome to scroll down, fill out the form and we’ll get back to you within a day.

We are a privately owned and closely held company of three. We each share a commitment to being the best at what we do, providing stellar service to our clients, offering a fulfilling, rewarding working environment and being vital members of our community. We achieve our best work when we’re happy, rested, and motivated.

We’re a diverse bunch held together by a fantastic team rapport, working seamlessly as a well oiled machine. For more than half a decade, we’ve been proving how small teams can make a big impact. From creating Brisbane’s highest rated mechanic to launching an eCommerce platform in three weeks, we make waves and build great relationships while we do it.

Sonder is located in Brisbane, Australia, where all of our team members work from our Newstead office. Brisbane’s innovative capabilities are grounded in competitive business, world-class research and development, leading education institutions and a highly skilled workforce. 

The technology ecosystem in Brisbane is phenomenal. With initiatives such as the Digital Brisbane Strategy aiming to kick-start a business revolution to ensure Brisbane capitalises on its thriving technology industry. The strategy sets clear five year targets, including doubling the number of Brisbane firms selling products and services online and a 35% improvement in productivity growth achieved through digital technology. We’re proud to participate in this flourishing new industry.

Sonder was founded in 2016 by Tom Holliday and James Roberts. The two met when they were working for Fuji Xerox. They bonded over their mutual interest in digital advances in marketing technology and the benefits this headway could bring to local businesses. From there the business has grown to what it is today – delivering evidence-based digital marketing, consulting, design, development and CRO services to great Australian companies of all shapes and sizes.

We’re always interested in making new friends. Drop us a line if you can imagine us working together. In our line of work it is critical that we maintain a diverse team. Each new person to the team is a chance to add to a pool of perspectives, and make us a better company overall. 

We’re a small team and we aim to stay compact as our ambitions continue to expand. We’re each specialised in our chosen areas and our interests range far and wide. 

From tradies, to government bodies, to the biggest enterprises across all verticals, we’ve helped over 150 businesses get their digital cranking. Regardless of the size of your company, you will get results. Chances are we’ve already worked with someone just like your business. Which makes helping you grow that much easier.

We certainly do. We’ve helped clients achieve an incredible increase in leads just by improving their SEO strategy with our services. Our search engine optimisation services comprise of both technical and creative elements that can be optimised to drive traffic, improve organic search rankings as well as increase SERP visibility.

Adapt your strategy through marketing beyond lockdowns

Meet the team

We’re a small team realising big dreams.

the Sonder team 2021

The story of Sonder

Bolstering Brisbane digital for over half a decade.

the Sonder logo dissected


Beautiful design meets best in class development.


Superpowered growth with meaningful traffic.

Video Production

Storytelling through compelling video content.

Pay Per Click

Campaigns that deliver significant ROI.

Build now. Pay later.

With our website payment plans.

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Case Studies
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