Syntax

Client:
Syntax

Year:
2017

Services:
Brand Strategy
Brand Identity
Art Direction
Print & Packaging

Collaboration with:
Saints New York

Syntax is a leading innovator in financial index technology, developing revolutionary new ways to manage risk by analyzing how companies function, instead of their market movements. Based in New York, they apply their own stratified-weight methodology (originally used for controlling inadvertent biases in clinical trial results) to "re-weight" the most widely-used benchmarks.

Leading up to market launch we created a completely new brand, office collateral and website. And one of the first problem to face was "how do we explain this new approach so people understand the benefits?". In workshopping around the brand strategy and positioning we decided to celebrate the science background of the company. Explaining the complex with simplified "school book style" illustrations. Which also provided us with powerful graphics to stand out from the competition in market trade shows etc. Enabling great opportunities to interact with curious booth visitors.

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