Meet the NSW Assisters
Sonja Källström

Sonja Källström

Sonja Källström

Business Designer - Growth and Business Design, Accenture Song

An open-minded and visionary thinker who energises and connects people through ideas and actions.

I'm passionate about creating brands and experiences that challenge category norms and drive business results. I thrive in collaborative, high-performance teams, working on projects that use design to transform organisations and shift brand perception.

Career & Background

What inspired you to do what you are doing now?

I was always really interested in travel and understanding other peoples perspective and cultures. I studied anthropology, which was amazing but I didn’t want to become an academic. At the time, brands were getting into ethnographic research and emerging subcultures, so I got inspired to try applying what I did in anthropology to consumer products. In some ways, I still do that all the time at the start of projects. Understanding what matters to people and what companies can do in response. It’s an evolving conversation.

Could you tell us a bit about your professional background?

I’m from Los Angeles and my first significant job (after a lot of searching and even starting my own business) was at Disney, in a team that focused on connecting people to the brand through collaborations with artists and product brands. It was a really formative experience, I worked hard and was given a lot of opportunity to grow.

When I arrived in Australia, I wasn’t sure how those skills would apply to companies here. I ended up leading strategy in a small design agency, not knowing much about strategy or design! It was a great fit and really paved the way for my next ten years of work, across a few agencies, ultimately becoming head of strategy at one of the largest brand and experience agencies in AU. Last year I felt ready for a change and moved into consulting to get more involved in designing new experiences, products and businesses models using web3, AI and other emerging tech.

Your favourite food for thought


  • Four thousand weeks – Oliver Burkeman
  • Daring Greatly – Brene Brown

Podcasts / Thought Leaders

  • Pivot by Scott Galloway
  • How I Built This by Guy Raz
  • Ester Perel

What drives and inspires you

What are your core values?

  • Growth
  • Travel
  • Wellbeing
  • Collaboration

Who is your biggest inspiration and why?

I’m inspired by so many people but at the moment I’m just blown away every time I hear about Yvonne Choinard and how he’s built Patagonia to address the issues he really cares about. It’s the ultimate intersection of purpose, product design and business.

You as a Mentor

Why have you decided to become a mentor?

I’ve benefited so much from the people who have taken time to help me in my career, it’s really powerful and I’d like to pass that on to others. Plus, I get very inspired talking to people about what they want to do in their lives and careers.

What are the top skills or qualities you bring to mentoring?

  • Collaborative
  • Empathic
  • Looking for potential
  • Non-judgemental
  • Open

brisbane mentorship program

Ready to be a part of Assisterhood as a Mentee?

We are now up and running in QLD and VIC – and we’re only just getting started! Let’s shoot for the stars – together!