Syntura

Bringing synergy to the future of a global merger.

Ambition to action.

services

BrandDigital

sectors

Technology

Two technology challengers merged, but only a distinctive brand could turn their combined ambition into a future-focused market force.

Syntura didn’t exist yet. What did exist were two respected specialists: hSo, a UK cloud and connectivity provider, and FITTS, an Africa-born workplace and resilience expert. Together they could deliver advisory, infrastructure and managed services worldwide. But a naming clash and patchwork proposition hid the promise.

They needed our help to stitch the parts into something stronger. A brand that championed their people-first vision of tech and carried zero baggage. We guided stakeholder immersion, brand strategy and naming, then built the visual and verbal system. Guidelines followed the website, social, merchandise and launch campaigns. Ambition to vision. Vision to action.

Name first. We fused “synergy” and futura to land Syntura. The synergy of people and tech, and a future where everyone thrives because of it. A word that speaks to harmonious progress.

From that seed grew a glowing design language.

A spectral gradient that radiates possibility. Apertures carved from the logo to frame real people. And a palette that trades sterile blues for optimistic colour spectrums.

The custom font echoes circuit traces yet ends in human soft curves, mirrored by a clean tech-forward wordmark.

Every element says the same thing: technology serving people. Templates, literature and advertising carry the promise, turning a new identity into a market-wide beacon.

Hands on. All in.

Working across two continents needed both craft and communication. We ran joint workshops across London and Nairobi time zones, putting founders and customer-facing teams round one virtual table. Insights surfaced in real time, decisions landed faster, and trust built with every iteration. We soon became an extension of their team, testing ideas, pushing back when necessary and celebrating breakthroughs together. Momentum compiled. Every hand stayed on the wheel.

No fluff. Real results.

A radiant system slicing through a crowded market, instantly signalling a confident, people-powered challenger. And a game-changing identity that finally looks — and feels — as advanced as the business behind it.

Bringing together two distinct brands with different offerings into one was a pivotal moment for us. Partnering with Dusted made the process seamless. Together, we uncovered a shared core idea — tailored, integrated solutions designed around user needs, with a new name to reflect it. This brand strategy gave us the clarity and confidence to enter the market with renewed purpose and drive toward our growth ambitions.

Avner Peleg

Customer Development Director, Syntura

View Website