Rebranding loyalty Brand identity, governance // Experience design // Visual design // Motion design // UX // Art direction // Campaigns // Typography // Print // Packaging, OOH, retail // E-commerce // More
LEGO Insiders: From Transactional to Emotional
Experience Design, Engagement, and Human Connection.
Led the global rebrand of LEGO’s VIP programme into "LEGO Insiders", creating a loyalty experience that serves 25M+ members across 34 countries and 26 languages (as of 2025). Please note that what you see here are all copyrighted works—do not take or use for any purpose.
Context
“The Discount Trap”: The existing VIP programme was functional but emotionally flat. It felt transactional—focused primarily on discounts—rather than rewarding the deep, lifelong creativity of the LEGO community.
The old LEGO VIP programme brand and visual style (far top) and LEGO’s fragmented product lineup example.
Challenge
Unify LEGO's brand experience globally while rebuilding the VIP programme (now LEGO Insiders) from the ground up—improving consistency, emotional relevance, and perceived value across a highly diverse audience and ecosystem.
Strategy
LEGO in everyday life.
The Strategic Insight: Fans engage more deeply when LEGO feels like an integrated part of their everyday life and creative expression, not just a box they buy occasionally.
Identity Shift: Moved the branding away from a "generic discount club" feel toward an "insider" community that celebrates the "AFOL" (Adult Fan of LEGO) and child creator alike. Also aligned it very closely with the LEGO global master brand (that I also worked on) to ensure brand consistency and recognisability, and also embrace the “Brick Click” moment and feeling that LEGO is known for.
Global Localisation: Designs systems that could be adapted across 26 languages and 34 countries to ensure the "emotional" hook translated culturally in every market.
What I did
I owned and led:
LEGO Insiders rebrand: Full redesign and global relaunch of the VIP programme across 34 countries and 26 languages, now serving 25M+ members. Covered research, brand identity, guidelines, governance, and rollout across digital, social, commerce, print, and retail.
Global brand experience system: Part of the core team behind LEGO's new corporate brand identity, now live across 130+ markets, 30+ product lines, and 46 channels—and LEGO Insiders was a big part of the corporate brand experience and perception, directly connected to consumers.
Franchise brand systems: Create a robust but flexible enough brand system to accommodate and adapt to sub-brand identities, franchises, and campaigns – e.g., Ninjago, Dreamzzz, Harry Potter, Minecraft, One Piece, Classic, Adults, Botanicals, Nike, and more – while also closely aligned to the new global master brand.
Outcome
Successfully migrated 25M+ members to a more engaging, community-focused platform.
Faster global rollout and adaptation of campaigns and brand experiences: Launched the global rebrand and redesign in 34 countries and 26 languages simultaneously.
Reduced brand fragmentation and improved campaign reuse across 130+ markets. Achieved consistent brand execution across digital, social, commerce, and physical retail touchpoints.
Coordinated work across internal teams and multiple partner agencies to ensure consistency, speed-to-market, and local relevance.
>> Visit the LEGO Insiders page. <<
Tags: Brand identity, governance // Experience design // Visual design // Motion design // UX // Art direction // Campaigns // Typography // Print // Packaging, OOH, retail // E-commerce // More
