Law firm brand development: strategy, naming, identity, communication

Syntem — are asset protection lawyers. Also, our fifth case is for a law firm.

What did Syntem have in the beginning?
15 years of expertise, 8 offices across the country, operations with assets worth billions of UAH.

In a nutshell, Syntem — are wizards in ties, that help to get even the most hopeless debts back. We have developed Syntem's strategy, naming, identity, and communication platform.


The name "Syntem" is a hybrid of two words: synthesis + system. Lawyers use synthesis to link thousands of pages of documents — into a single, clear story. Also, they use a systematic approach — to lead each character in the story to a happy ending.


The essence of the brand — a flexible mind, that is the ability to find a solution for any problem. And this is the main thing that a person who has asked for help from a lawyer needs.

The strategy is to look into the future to get results in the present. The experience allows Syntem lawyers to predict the outcomes very accurately. And, eventually, find the most effective strategy for the client.


The Syntem logo is a literal illustration of a flexible mind, two halves of the brain, creative and rational.

And, of course, S for Syntem. We scaled the trick with the format split in half using a diagonal in the brand's identity.


The key idea of communication — Syntem always finds an effective solution for its clients. And, unlike other law firms, Syntem narrates about it in a simple language and with humor.


Strategy: Alexandr Solonko, Artur Redzynets
Creative: Gleb Petrov
Copywriting: Anton Solonko, Roman Pyskun
Design direction: Vik Vatamaniuk
Design: Veronika Syniavska, Olya Kuzovkina, Olesia Bahriy
Motion design: Egor Prijma, Platon Fedorchenko