Carey Olsen

Rebranding a global law firm that’s been in practice since 1898

Carey Olsen is a leading offshore law firm advising financial institutions, corporations and private clients from a network of eight international offices.

A firm built on a rich heritage and deep understanding of the complex offshore legal markets Carey Olsen are a business of globally-minded lawyers who work hand in hand with clients to help them achieve their businesses objectives. Their commercial focus combined with a specialist knowledge allows them a view others often cant see, to see the world from a clients perspective.

Advertising  |  Brand  |  Digital  |  Rollout  |  Strategy

A new brand proposition

Working closely with the Global Marketing team and Senior Partners we helped to deliver a distinctive brand proposition that clearly captures the spirit, ethos and ambition of the organisation, what it stands for and their plan for the future. Through the brand audit and stakeholder interviews we identified the need to demonstrated their solution driven approach to business combined with the ability to view challenges from a different perspective. This way of working means they are able to provide clients with genuine commercial opportunities.

We named it ‘Bigger picture’ thinking.


“Dusted really understood our business and were able to translate that into clear strategic positioning all wrapped up with great creative.”

Chris Carpenter, Group Marketing and Business Development Director – Carey Olsen


Digital and brand roll out

One of the major components of the rebrand was the design and build of a new website. Our approach included addressing the core needs of clients and helped to cross sell their core strengths across both industry sectors and legal services.

We started by identifying key personas and mapping user journeys to create a new site architecture delivering a streamlined user experience with a modern user interface. Our in house digital team built the site in Drupal for a responsively driven experience that works seamlessly across both mobile and tablet.

The rebrand also covered off a full communications suite including: Literature, stationery, signage, merchandise, marketing templates, advertising campaign and ongoing digital marketing.