Adulting deserves Aesthetics, and Real Life Co Delivers

Bringing Dorm Life Into Real Life: Branding RealLifeCo.com for Sasha Alexander Ponti

At New World LA, we live for projects that combine real-world purpose with elevated design—and that’s exactly what we set out to do with Real Life Co., the brainchild of actress and producer Sasha Alexander Ponti. As a mom navigating the college send-off experience herself, Sasha envisioned a brand that would make the transition to dorm life seamless, stylish, and stress-free. She came to us with a powerful concept: what if shopping for your college-bound kid could feel as curated and joyful as a designer boutique experience?

We knew we had to build something that matched her heart-forward mission—with style and strategy to match.

Brand Strategy Meets Motherly Intuition

Real Life Co. isn’t just another college checklist—it’s a thoughtful collection of apartment and dorm room essentials designed for function, comfort, and aesthetic appeal. From the beginning, our goal was to create a luxury-leaning yet completely approachable brand identity that would appeal to parents, students, and design lovers alike.

Our branding work began by honing in on three core values: ease, comfort, and elevated practicality. We explored color palettes that felt clean and modern, yet warm and personal. Think: neutral tones with purposeful pops of color—evoking both the coziness of home and the excitement of new beginnings.

Real Life Co Brand Guide

Designing the Digital Flagship

When it came to developing the RealLifeCo.com website, our focus was on crafting a streamlined, intuitive shopping experience that mirrored Sasha’s vision: thoughtfully selected items, curated bundles, and an aesthetic that didn’t scream “dorm room”—but whispered “first home.”

We implemented:

• A modular homepage design that welcomes users with ease and clarity

• Curated collections (like “The Purist,” “The Voyager,” and “The Southern Charmer”) are designed to match different personalities and styles

• Guided shopping flows for parents and students alike, so no one gets lost in the chaos of back-to-school prep

• Mobile-first UX to meet parents and students where they are—on their phones

Building a Brand With Heart

At the core of Real Life Co. is a mom’s love—and we wanted that to be felt in every detail. From the tone of voice in the copy to the thoughtful photography direction, we helped tell a story: this isn’t just stuff. It’s about comfort, care, and creating a sense of home—wherever life takes you.

Working with Sasha wasn’t just an opportunity to partner with a beloved talent—it was a chance to build something personal, meaningful, and grounded in real-life needs.

Whether you’re a parent getting ready to launch your child into their next chapter, or a student stepping into your own, Real Life Co. delivers with style and soul. We’re proud to have brought Sasha’s vision to life—one curated room at a time.