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  • A and O Hero

Allen & Overy: Global Brand Refresh

Client: Allen & Overy LLP
Brand: Allen & Overy LLP

Allen & Overy is an international law firm advising many of the world’s largest & most influential companies. Part of the Magic Circle, A&O has grown into one of the world’s largest legal practices with offices across the world, 500 partners and almost 5000 employees. In 2008, the partners recognised that A&O needed to invest in its brand to more accurately reflect it’s prime position globally and appointed Dragon Rouge to create a new organising idea that would inspire change across the entire firm – using brand as an enabler of business strategy, rather than as merely an adjunct of it.

In order for the work to be credible with senior partners (and clients), it needed to based on rigorous evidence, founded on nearly 500 client, partner, journalist, recruiter and employee interviews across 17 countries and 23 offices. The work provided a strong direction for our new positioning, and clear and simple organising principle – ‘advanced’. The new positioning underpins an array of brand and communications work undertaken by Dragon Rouge with A&O since 2009, from a refreshed visual identity to a new global recruitment strategy, an innovative approach to diversity in the workplace to alternative service models.

“Dragon Rouge undertook a highly successful refresh of the A&O brand. They were thorough but pragmatic, creative but culturally sensitive. The idea continues to be implemented smoothly across everything we do, internally and externally.”

– Richard Gove, Global Business Development Director, Allen & Overy

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