Synlaw is not your traditional law firm. It was founded on a clear conviction: that legal thinking for government should be forward-moving, AI-informed, and anything but stuffy. Future ready. Legal thinking. That's the tagline. It's also the brief.
When Synlaw came to Jude, the vision and the expertise were already there. What was missing was a brand to match.
Before design work began, we ran a brand strategy workshop to get clear on what Synlaw stood for, who it was talking to, and how it wanted to show up. We worked through positioning, tone of voice, and visual direction together. The output gave us genuine strategic clarity. The brand needed to feel bold, different, and human. It needed to earn the trust of sophisticated government clients while making it clear that this was not business as usual. And that foundation shaped every decision that followed.
The Synlaw wordmark does a lot of quiet work. Clean, geometric letterforms give it authority. A subtle customisation in the 'a' (a small node motif drawn from the brand's broader graphic language) introduces a distinctive detail that rewards closer attention. The colour split between deep violet and electric blue reinforces the story behind the name itself: two ideas, synthesised. It's a mark that feels premium and stable, without tipping into the conservative territory most legal firms occupy.
Traditional legal branding reaches for navy and gold. We went somewhere different. The primary palette pairs deep violet (intelligence, strategy, depth) with electric blue (tech, action, trust). They were chosen to feel modern and digital-first. Secondary colours (sky, mauve, warm sand, and paper) bring flexibility across layouts and digital applications. The entire palette was built to meet WCAG AA accessibility standards, ensuring the brand holds up in practice across every context.
The node motif, contained within the 'a' becomes a part of the visual language for the brand. Repeated, clustered, and layered, they create visual rhythm without noise. A soft blur treatment adds depth. The system is designed to support layouts and frame content without ever dominating it.
A brand that falls apart in a proposal template or on a business card isn't doing its job. We built out a full suite of professional templates to be used across the physical and digital world, so that the Synlaw identity showed up consistently wherever it needed to:
Synlaw already had early traction before the website launched. The website needed to match that credibility and give it a proper digital home. The design had clear work to do: lead with the firm's positioning, surface key services without overwhelming, and give the team a human presence that built trust with prospective clients. The deep violet palette, the node motif, and the "future ready" messaging needed to carry through to every page, turning brand decisions that existed on paper into something visitors could actually feel.
We built in Squarespace, keeping the build efficient and handing the client a platform they can manage themselves. The site went live on time, but the work didn't stop there. Through ongoing design and content support, we've continued to refine and tweak the site post-launch, responding to how it's being used and aiming to keep it sharp as the firm grows.
