Allen & Overy


The world's most advanced law firm

Inspire change through brand identity

Allen & Overy is an international law firm advising many of the world’s largest & most influential companies. Part of the London’s four « Magic Circle » elite law firms, 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 its prime position globally and appointed us 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.

Credibility through insight

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 a clear and simple organising principle – ‘advanced’. Since the main global brand strategy project, we have also worked with A&O on several important additional projects including identity developments, thought-leadership, internal communications and new business innovations, such as Peerpoint.


Becoming 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.

Dragon Rouge undertook a highly successful refresh of the A&O brand. They were thorough but pragmatic, creative but culturally sensitive. The end product captured the spirit of the firm and has plenty of shelf life. It continues to be implemented smoothly across everything we do, internally and externally. Richard Grove Director of Marketing, BD and Communications, A&O