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. If all this sounds very "sciency" it's because... well as one of their teammates put it, “We are scientists trying to do finance not finance people trying to do science.”
In collaboration with “Saints New York” we helped creating a completely new brand leading up to market launch. But the first problem to face was "how do we explain this new approach so ordinary people understand the benefits?". After working on the brand strategy and positioning we decided on celebrating the science background of the company. And explaining complex concepts like "stratification" with simplified school book illustrations. Which also provided us with powerful graphics to stand out from the competition in market trade shows. Enabling great opportunities to interact with curious booth visitors. We even crafted the logo icon with inspiration from the hierarchical arranging of layers, a manifestation of something both mathematically simple and complex.