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 be based on rigorous evidence. We gained insight from nearly 500 client, partner, journalist, recruiter and employee interviews across 17 countries and 23 offices. The feedback received provided a strong direction for our new positioning, and clear and simple organising principle – ‘advanced’.
‘Advanced’ underpins an array of brand and communications work undertaken by Dragon Rouge with A&O over the past six years. This includes a refreshed visual identity, a new global recruitment strategy, an innovative approach to diversity in the workplace and alternative service models.