A visionary approach

What was truly special about this new, combined force was a unique mindset they shared. Separately, each legacy business had pioneered unique ways of creating value that had historically married outsized growth with long-term durability. Together, they shared a powerful vision for finding the unseen edge.

To express this across the brand experience, we channeled the spirit of the Owl, itself, by highlighting unique opportunities where others only see darkness. The typographic design approach—where powerful messages emerge from a dark blue background—showcases Blue Owl’s bold ideas, while rich graphic patterns, sophisticated information visualization, and elegant motion principles help convey their premium position.

We pressure-tested and put the system into action by working through several critical applications with the Blue Owl team, including sales presentation materials, physical reports, social media assets, and employee gear.

And we brought everything together in a new website strategy, design, and build that brought the brand to life digitally. Informed by key persona and user data insights and driven by Blue Owl’s powerful new direction, we translated the brand architecture into site architecture, key messaging themes into content strategy, and the visual system into page and component design. This new site both showed the world Blue Owl’s unique approach and enabled their team to keep it fresh over time.