Blue Owl

B2B / Finance / Web Design & Development

Blue Owl Capital, Inc. offers investors access to direct lending and GP capital solutions strategies. The alternative asset manager has a unique business model and attracts stock investors by providing the most predictable earnings growth in the private-equity industry. Blue Owl is the result of a three-way merger with Dyal Capital Partners and Owl Rock Capital Group. Blue Owl has offices in New York, Connecticut, California, and London.

Transformation

TECHNOLOGY USED: WordPress

Objective

Owl Rock approached the Brandtenders at Lounge Lizard Worldwide because of an outdated website. Their website showcased content and design that was not reflective of their current services. Amid a website redesign with Lounge Lizard, Owl Rock merged with Dynal Capital Partners and now operates under Blue Owl Capital, Inc. This company change rerouted the project, but it was more important than ever to update their website promptly and reflect the now-behemoth asset management company.

Approach

How do you make a financial company look modern and exciting?

Our Brandtenders initially set out to create a dynamic and timeless design that the Owl Rock team could carry through the organization’s life. That objective always stayed the same; however, the redesign was paused midway through the project because of an upcoming company announcement: Owl Rock was merging with Dyal Capital Partners and becoming Blue Rock Capital, Inc.

Our Brandtenders are part of an agile team, ready to pivot when projects and organizations take a new direction.

Before any progress on the website could restart, there were legal challenges that needed to be overcome. Once that chapter was closed, Lounge Lizard was ready to meet with the new and existing Blue Owl team members and stakeholders and build a website that reflected a radically different business model from the original project. Brandtenders worked closely with everyone to ensure their branding messaging and unique selling propositions were at the forefront of any page.

The original Owl Rock website was a single-pane page that lacked scrolling, functionality, brilliant colors, and user-friendly navigation. Its logo was clipart that showed an owl cluttered in foliage.

Moreover, the old website and branding were not reflecting a company that lands multibillion-dollar unitranche deals.

Our Brandtenders did have something exciting to start from: An owl.

There are some reasons to incorporate the visual of a modern owl in Blue Owl’s branding:

  • Owls represent wisdom.
  • By turning their heads 360 degrees, owls have their eyes on everything, constantly monitor the current landscape, and are always forward-thinking.
  • Owls always ask, “Who?”. Knowing Blue Owl and the companies behind the merger make this a perfect starting point on the new website.
  • Owls are incredibly keen-sighted. Even when the stock markets are closed, Blue Owl is on the lookout.

Our Brandtenders created a custom owl logo that is modern and turquoise, a logo that can become recognizable as a branded representation of Blue Owl.

Taking it up several notches, our Brandtenders took geometric shapes found in different elements throughout the website and used subtle animation to form those into a Blue Owl.

The formation of an owl was a nod to the companies that now embody Blue Owl. There are also many moving pieces with a publicly traded company; therefore, a high-tech animated owl is an accurate representation.

In line with the movement of an owl, widgets and cutouts were used in specific containers on the website to add flow. They also were incorporated with the creation of unique user journeys and services.

With the website redesign complete, the timing for the launch was critical, especially with a high-profile company that had merger news.

The website couldn’t launch ahead of the merger announcement, and it couldn’t launch too long after the announcement.

Our Brandtenders were perched and ready to launch at the most opportune time for a client poised to significantly capitalize on the growth of the private asset management industry.

Impact

How do you make a financial company look modern and exciting?

Our Brandtenders initially set out to create a dynamic and timeless design that the Owl Rock team could carry through the organization’s life. That objective always stayed the same; however, the redesign was paused midway through the project because of an upcoming company announcement: Owl Rock was merging with Dyal Capital Partners and becoming Blue Rock Capital, Inc.

Our Brandtenders are part of an agile team, ready to pivot when projects and organizations take a new direction.

Before any progress on the website could restart, there were legal challenges that needed to be overcome. Once that chapter was closed, Lounge Lizard was ready to meet with the new and existing Blue Owl team members and stakeholders and build a website that reflected a radically different business model from the original project. Brandtenders worked closely with everyone to ensure their branding messaging and unique selling propositions were at the forefront of any page.

The original Owl Rock website was a single-pane page that lacked scrolling, functionality, brilliant colors, and user-friendly navigation. Its logo was clipart that showed an owl cluttered in foliage.

Moreover, the old website and branding were not reflecting a company that lands multibillion-dollar unitranche deals.

Our Brandtenders did have something exciting to start from: An owl.

There are some reasons to incorporate the visual of a modern owl in Blue Owl’s branding:

  • Owls represent wisdom.
  • By turning their heads 360 degrees, owls have their eyes on everything, constantly monitor the current landscape, and are always forward-thinking.
  • Owls always ask, “Who?”. Knowing Blue Owl and the companies behind the merger make this a perfect starting point on the new website.
  • Owls are incredibly keen-sighted. Even when the stock markets are closed, Blue Owl is on the lookout.

Our Brandtenders created a custom owl logo that is modern and turquoise, a logo that can become recognizable as a branded representation of Blue Owl.

Taking it up several notches, our Brandtenders took geometric shapes found in different elements throughout the website and used subtle animation to form those into a Blue Owl.

The formation of an owl was a nod to the companies that now embody Blue Owl. There are also many moving pieces with a publicly traded company; therefore, a high-tech animated owl is an accurate representation.

In line with the movement of an owl, widgets and cutouts were used in specific containers on the website to add flow. They also were incorporated with the creation of unique user journeys and services.

With the website redesign complete, the timing for the launch was critical, especially with a high-profile company that had merger news.

The website couldn’t launch ahead of the merger announcement, and it couldn’t launch too long after the announcement.

Our Brandtenders were perched and ready to launch at the most opportune time for a client poised to significantly capitalize on the growth of the private asset management industry.

Results

200%

Increase in Organic Traffic

707

Newly Ranked Keywords

36

Keywords on 1st Page of Google

TAP INTO LOUNGE LIZARD

Lounge Lizard brandtenders and marketing mixologists always serve up custom concoctions. We mix a potent combination of brand story telling with a generous splash of creative juices and blend in technology-focused, customized solutions as a chaser.

Talk To A Brandtender

Related Projects

B2C / Web Design & Development / Multilingual

WorkTempl

WorkTempl, based in the Lake Tahoe/Truckee area with plans to expand to similar communities, is a brand-new purpose-built web service that provides gig work matching.

B2B / Web Design & Development

Ontrak

Ontrak partnered with Lounge Lizard to craft the perfect Website strategy that included brand storytelling, modern Web design, strategic user experience, and direct response strategies to increase sales and onboard more providers.