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Advanced thinking on brand

Allen & Overy believed its brand was underpowered and understated and wanted to reaffirm its intuitively felt, but not demonstrably articulated, sense of identity. From the start, the project was driven by an integrated team with A&O’s internal Marketing, BD and Communications specialists. We started with a robust perception study of A&O in 17 countries involving nearly 500 people, clients, partners, recruiters, journalists, from 23 of the firm’s offices. This led us to propose a strengthened positioning based on the continuously re-generating goal of being seen as the world’s most advanced law firm. As an organising principle, this has far-reaching implications and applications and has been warmly received. We continue to work alongside A&O to push steady adoption of the positioning, and its consequent visual identity and tone of voice developments, across the firm’s operations and market interactions.



ALLEN & OVERY







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