Serur unveils new brand and strategic repositioning

Serur Advogados announced a new phase in its institutional positioning with the launch of a new brand and visual identity. The initiative is based on the concept “legal built to accelerate business” and reflects the firm’s evolution in recent years.

According to Eduardo Serur (pictured), CEO of Serur, the repositioning seeks to align its brand, culture, and legal practice with a more contemporary business-oriented vision and reinforce its role in supporting strategic decision-making by clients and companies.

As part of the initiative, Serur introduced a new visual identity designed to reflect how the firm engages with clients and the business community, marking a new stage in its nearly 30-year history.

The repositioning also follows a period of institutional expansion. In recent years, the firm opened offices in São Paulo and Brasília, expanded its team, and strengthened its internal structures.

The initiative also builds on other recent actions by the firm, including its partnership with Zetta in the development of the Best Practices Guide for the Evaluation of Generative AI Providers in the financial sector, as well as its sponsorship of cultural initiatives such as Teatro Santander.