Why are we rebranding?
Once in a while, time comes for every company to rebrand. Colors, fonts, new corporate merch – it all gives thrills to everyone involved. However, what stands behind the rebranding is far less exciting – a very prosaic need to catch up with the times. Your website isn't all that shiny and stylish anymore, the office room needs a bit of facelifting, too…?
Much as we value the good look of our rebranded website, we’re happy our rebranding mission had nothing to do with the appearances in the first place. There was a deeper reason that grew and evolved over the years, together with us and our teams. We couldn’t be more proud of how our rebranding is going just for the fact how genuine and intuitive it feels. So, why are we rebranding? Our Leadership team is happy to share.
Vitaly Yurkevich, CEO: We grew too big for these old shoes
For a business that develops organically, a moment comes when the brand image no longer serves the brand. Rather, it pulls it back to the original state when it was conceived and the time when it suited the company well.
The last couple years gave a dramatic push to the business formerly known as AIS Novations. We grew in number, expertise and geographies. After adding 30% to the talent pool, welcoming new strong leaders for our units and opening four new regional offices, these old shoes started to feel too small for the company we’ve become.
Back in 2008, we were a small firm doing nothing but simple web development jobs. In 14 years, Symfa has become a multinational player with Enterprise Automation, Business Intelligence, and ETL/ELT engineering being our core expertises. Our skill set grew from light-weight frontend techs to CQRS, microservices architecture design and cloud transition. Last but not least, it’s the feedback from our clients – emerging leaders and global businesses with 10,000+ employees – that helped us realize our own growth and differentiators. All these years, we’ve been working hard to be entrusted with orchestrating massive digital transformations within our clients’ businesses. Finally, this ability of ours is what we are known and recommended for, it is the brand image that enters the room before us.
Alena Busko, Marketing Director: The senses and symbols within our new brand image
It all started not long before Christmas last year. After a series of board meetings we made the final decision to rebrand our group of companies. The first phase of our rebranding campaign was a massive research. And that was it. That was the moment when I realized – whatever it takes, we won’t stop until we reach our goal despite the challenging timing we found ourselves in, in the beginning of 2022. After a dozen client interviews we felt that it is their feedback that would lay the foundation for our brand image. The impact our input has on the clients’ businesses, the commitment of our teams and so much potential – the former brand image didn’t reflect it at all, and we had to do something about that.
The Symfa logo visualizes our core ability – to synchronize with the client on core interaction aspects: vision, competency matrix, delivery processes, etc. We enable seamless integration within the working environment and merge with the client’s team into a single flow of development effort. The bond that the two sides develop grows only stronger with each iteration, which translates into the partnerships that last. We ensure maximum transparency into the development process for the client & within our teams. Our clients point out that the Symfa engineers blend so naturally into their projects, their own engineers are surprised sometimes to find out that “those guys aren't from the in-house team”.
The color palette isn’t a coincidence or a mere desire to follow the trend, despite emerald and ?pistachio-green being particularly popular this year, according to Pantone Color Institute. For us, as well as for our clients, it’s the symbol of renovation and the new life that our tech talents breathe into the hampered business processes. The business-like gray portrays our practicality, consistency and organization. However, those aren’t all primitive hues. The truth is, those are complex, sophisticated shades of green and gray that you rarely see in software business branding.
Our corporate orange is my favorite among our brand colors. It’s the reflection of our positive attitude and a warm business culture. The culture where everyone makes a difference and every voice matters, where we value freedom and enjoy responsibility. These are the bright and committed individuals that readily take up the ownership for the projects they deliver.?
You can notice another element – the graph paper lines. While other software engineering companies may scream about their tech competencies, we see it as a default characteristic of a software vendor. The only thing that may point to the complexity of the engineering effort that is happening here is those subtle graph lines. This is also a metaphor for keeping our stuff processes in good order.
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Alex Tsuranov, VP of Delivery: Let them know about our harmonious teams
The clients praised the commitment and smooth workflows of our teams well before I came to the company. So I knew I had a nice basis to work with. Streamlining the processes within Symfa comes naturally, with the engineers being so flexible, engaged and proactive. I couldn’t push this message harder during the brainstorming sessions we had with the Leadership team as part of the rebranding project. Our teams are harmonious as independent delivery units and blend seamlessly into the clients’ teams, if hired for larger projects.
The slogan couldn’t depict our mission better. We orchestrate the change for the market majors. The transformations that we undertake to perform in 100% are multistep long-term projects, requiring diligence, skill and commitment. Our day-to-day tasks are in-depth client processes analysis, portfolio migrations, data management and transformation, legacy code refactoring and new features development. This is simply impossible to do without the team that works as a single whole.
Anna Aleksina, HR Director: It’s not all roses, but it’s symfabulous in the end
Melody is the last thing on your mind when you see all the hard and oftentimes mundane tasks that our talents do to make our clients’ dreams come true. But resemblance does exist.
At Symfa, we do not simply fill in the vacancies. We’re looking for the personalities, strong team players and ambitious talents not afraid to speak up and willing to contribute to the company’s growth. Gifted and hardworking, our talents eagerly share their knowledge and are 100% invested into the team result. There’s no arrogant “ME”, there’s no such thing as “not my business” or false shame of “playing a second fiddle”. After all the hard choices that the HRs make during the 4-step selection process, seeing the final picture is our reward – the team of top class experts that orchestrates the impressive changes within our clients’ businesses.
Sergey Galuza, Founder: No use resisting the change
I remember Symfa when it was just three of us doing our first web development projects in the basement with no windows. She’s 14 now, 250+ top talents in our teams, staff, offices and clients all over the globe. Wow.
Yet same as a parent denying his child's adolescence coming too fast, I cannot say I was 100% ready for the change. But same as a parent wishing only the best for his kid, I trusted my guts and my team, just the way it’s been from the very beginning. Thus the decision was made to give Symfa a good rebranding effort to showcase her impressive growth. Let’s wait and see what progress she is going to make in the next exciting 14 years! We’re inviting you to join us and watch her grow together with your business.
Check out our new website to see how we visualized our new brand positioning.
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