Setia, a new law firm based out of Singapore, approached Fable&Co. to craft a sophisticated brand identity and stylish website that reflects their innovative, progressive and confident approach.

Setia specialises in high-stakes dispute resolution & crisis management. Led by an expert team with formidable experience, they are driven by ingenuity and rooted in integrity.

Setia take great pride in their ability to help their clients find calm in chaos, & harmony in dissonance, whilst understanding nd respecting the unique complexity, sensitivity, and challenge, that each case brings.
Fable&Co. embarked on defining a truly unique brand strategy and identity for the launch of Setia.

The bespoke Setia wordmarque was crafted to form a distinctive yet elegant marque representing the resilient and intelligent nature of which Setia have become renowned. Refined with a balance of straight terminals to effortless smooth curves, the wordmarque is used proudly across the brand identity.

To support and complement the wordmarque and for practical usage across small-size requirements, an elegant brand icon depicting a lotus, a sacred flower native to the Asian wilderness, was crafted. This minimalist & modernist marque was abstractly formed & composed from four circles; to define the four specialist areas Setia have become renowned for within the legal landscape.

Through decades of experience, Setia have learnt to effectively navigate the complex world of high-stakes commercial disputes and crisis situations with speed and agility.

The use of subtle shadows cast by the Asian wilderness reflects this, whilst the bright abstract imagery of life that thrives within demonstrates how Setia guide their clients with vivid clarity, giving a sense of passion & confidence. The introduction of a minimal yet bold colour palette consisting of deep greys and a highlight of blue provides a feeling of assuredness, sophistication and reliability.

The brand tagline, “Distinctive by Nature”, was created to capture the brands unique positioning, heritage and approach to law. Reflecting their natural ability to navigate complex situations, and to do it in a way that remained true to their core values of respect, resilience and reliability.

It was crucial that the website portrayed the same sense of confidence and effortless sophistication as the brand identity. The Setia website is courageous, with its bold type and abstract, vibrant imagery inspired by nature. This is balanced with the clean and minimal aesthetic exuding a sleek & timeless quality.

Approachable, natural imagery of the team at Setia gave a sense of humanity & authenticity not typically associated with law firms. Seamless transitions and subtle animations throughout create a smooth and rewarding digital experience.