LEGO VIP —
Rebrand

The Brief —
LEGO is an iconic brand that targets children. R/GA was tasked to refresh the brand of their customer loyalty program, VIP. They needed it to appeal to their core shopper (parents), in a playful and elevated way that feels premium but not exclusive, and stand out in a crowded LEGO universe.

The Outcome —
We delivered a bold, playful, and visual striking identity that exists seamlessly in the LEGO universe. The brand is anchored by LEGO blue to stand out as premium in the overly saturated LEGO landscape and brought to life by leveraging the brand’s unique set of LEGO iconic minifigures. It’s a personalizable system that can easily flex across all of their channels.

My Role —
I was associate designer on the project. I worked closely with design leads to build the brand system and execute key deliverables.