The research group used the theme "curiosity in action" to demonstrate the strength of its global team and the way it is "reinventing research".
Hong Kong-based marketing services company Motiv8, which handled the rebranding assignment, said the theme was appropriate to Synovate's origins.
"Synovate was essentially built by the merger of like-minded entrepreneurial companies, which are successful because they have great people," said Chris Fjelddahl, managing director of Motiv8.
Hence, copy in the brochure asks: "Have you ever thought about what is the one thing really smart people all seem to have in common?"
The answer: "Curiosity. They are a curious bunch".
Motiv8 conceptualised a day in the life of Synovate's operations to demonstrate the theme across the group's global operations, spanning 77 offices in 46 countries.
Synovate's global communications director Alicia Kan said the 24-hour day, knitted together by a 15-country hair colouring study, "showed that we can pick up the baton anywhere in the world".
Fjelddahl said the aim was to depart from jargon specific to research.
"We still had to tell a rational story, but we've given it a light, crisp feel, putting a cosmetically appealing face to it." An initial order of 20,000 copies has been placed for the brochure, which will be produced in seven languages, including Chinese, French and Spanish.
