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. And endlessly personalizable. I co-lead the effort with Bethany Kennedy; shaping the overall vision for the brand and executing key deliverables.
Design Director
R/GA New York
Core team:
Bethany Kennedy
Lucia Orlandi
Rachel Tervenski
Megan Trinidad
Rachel Wright
Brigit Hickey
Akira Thompson
But wait, that's not all–