Allen & Overy: Fuse

Inventing a bold, independent brand to launch a 'market first'.

Housed in Allen & Overy’s London office, Fuse is where A&O’s lawyers and its clients’ technologists collaborate with tech companies to address shared opportunities for innovation.

Challenge

Our challenge in branding Fuse was to work out how close to go to the firm’s main brand. Fuse’s model of collaboration, which brings together the firm’s clients, lawyers and annual cohorts of tech start-ups to accelerate commercial solutions, is different. It merited a bold, autonomous status under Allen & Overy’s ‘halo’.

Action

We worked with A&O’s team to generate names and look at identity options within the firm’s family brand style. Our approach mirrored a similar project we had worked on a few years before that resulted in Peerpoint which, like Fuse, plays a leading role in A&O’s suite of Advanced Delivery solutions.

Impact

Fuse was launched in September 2017. The brand ‘travels well’ and has been used prominently to give Fuse an international status that is supported by and actively supports Allen & Overy’s brand. Since its launch, A&O has run very successful Fuse pop-ups in Singapore, New York, Madrid, Amsterdam and Paris. There have been significant milestones, including the successful issuance by cohort member, Nivaura, of the world’s first fully automated cryptocurrency-denominated bond and of the first structured product to be transacted and custodied using blockchain. Bloomsbury AI, another Fuse resident has been purchased by Facebook. Recently the FCA and Bank of England’s Digital Regulatory Reporting pilot team were welcomed in to Fuse, and are looking at how technology could potentially improve the efficiency of the current regulatory reporting process.

Services & contact

  • Naming
  • Identity

People

Tony Allen

Director of brand

tony@gather.london
+44 (0) 7775 953 387