In 2019, LEGO came to R/GA looking to refresh the brand of their customer loyalty program, VIP. They needed it to appeal to parents, feel premium but not exclusive, and stand out in the crowded LEGO universe. We delivered a bold, playful, and visually striking identity that's unmistakably LEGO yet distinctly premium.
Our solution was to build a rich blue monotone world that allowed for visual consistency while enabling endless personalization. By featuring a core set of characters to be our “VIP brand stewards” we were able to create a world that felt as dynamic as it did consistent.
I co-lead the effort with Bethany Kennedy; shaping the overall vision for the brand and executing key deliverables. The core R/GA team was Bethany Kennedy, Lucia Orlandi, Rachel Tervenski, Megan Trinidad, Rachel Wright, Brigit Hickey, and Akira Thompson.
2019
Design Director
R/GA New York
