synra is inspired by the word “sayonara” - a final goodbye
SYNRA Is a brand + identity lab FOR CREATIVE FOUNDERS BUILDING BRANDS THAT GO BEYOND COMMERCE INTO culture.
We work with creative founders ready to kill the safe version of themselves and their brand – and step into a brutally expressed force that can’t be ignored.
SYNRA (sayonara) exists to end the era of external validation and make space for something deeper - inner-directed, art-driven brands that actually stand for something.
OUR APPROACH: THE INNER // OUTER GAME
One mission led by duality. At SYNRA, our work spans the outer game of building a brand - culture-led strategy and creative direction - and the inner game - building the Founder’s audacity to be reclaim their difference and the capacity to hold more success.
Founded by Award-Winning Strategist and Creative Director Connie Hollyer, SYNRA is supported by a team of known and respected Creatives who understand the fine line between commerce, culture and creativity.
Connie Hollyer (she/her) is an Award-Winning Strategist + Creative Director working at the intersection of sound, identity, and culture. She is the founder of SYNRA - a Brand Lab and Identity Audio App for brands and creatives killing the safe version of themselves to build work rooted in internal validation and cultural impact.
Her work is defined by intensity, emotional depth, and visuals that cut. She works with creatives and founders who have the guts to risk rejection and voice what their industry won’t.
Operating between Ibiza, New York, and London, she defines a new era of Brand Strategy: part artist, part provocateur, uncompromising in her pursuit of truth over approval.
Background
From luxury fashion to creatives, wellness, lifestyle and beauty, from start-up to global level - she has 12+ years experience in creating widely recognised and successful brands. She has worked with the likes of DIESEL, GRAZIA, Nike, Bauer Media Group as well as working agency-side as a Brand Director for renowned luxury fashion brands.
From launching cult brands from scratch to conceptualising and leading multi-million briefs in the advertising industry, Connie knows the exact strategies to create an instantly recognisable brand that is led by Founder disruption but also creates connection, impact and sales.
Aside her impressive background, Connie also launched her own wellness brand, haze, entirely from zero. Responsible for the website, branding, product development, fulfilment and marketing, as well as selling out all product within 8 weeks of launching, she was able to secure brand collaborations with the likes of Soho House, Bang and Olufsen, Dior and Stylist Magazine in her first 6 months with zero budget. In her first year she had also secured investment from a competitive Business Fund, for the expansion of new product lines and warehouse fulfilment. There were several days later that year where her products would sell every minute. Connie worked on the launch of this brand with only 8 hours available a week, at the time working as a Creative + Strategy Director for a Luxury Marketing Agency in London. Connie knows exactly how to create a sought-after brand, even with minimal time or followers.
Some of the brands Connie has worked with include:
Bang & Olufsen, DIESEL, Peter Dundas, KissFM, MAC, INJECTUAL, Tresemme, Public Health England, Grazia Magazine, Stylist, Soho House, Stepney Workers Club, Smythson of Bond Street, Nike, Bauer Media, Absolute Radio, Roland Mouret, Maison Margiela, theHUB Ibiza Music Studios and many more.