The toy giant Brand identity // Experience design, visual design, motion design // UX // Art direction // Campaigns // Typography // Packaging, OOH, retail // E-commerce // More
LEGO: A System for Play, at Scale
As a core designer of LEGO’s new corporate brand identity, I helped create a unified visual language now live across 130+ markets and 30+ product lines. Please note that what you see here are mostly concept work and copyrighted—do not take or use for any purpose.
As a global icon, LEGO’s brand presence had become fragmented across different franchises, digital platforms, and international markets. The brand needed a "North Star" that allowed for local flexibility without losing global recognition.
Context
The video above has been taken from LEGO’s Instagram account, a podcast idea where I featured in.
The final animation above has been executed by LEGO’s partner agency, Hello Monday.
Unification without Stagnation.
The goal was to build a system for recognition and continuity—not just reinvention. We needed to align 19+ sub-brand identities (from Ninjago and Star Wars to Botanicals) under one cohesive global system.
LEGO's new brand identity is a playful revolution. Custom fonts like LEGO Typewell and LEGO Brick Pro (created by Colophon Foundry) aren't just typography—they're storytelling tools. By transforming type into shapes, backgrounds, and patterns, and adding interactive elements, the brand stays true to its youthful spirit while feeling fresh and modern. It's LEGO, evolved!
Challenge
Strategy
& What I did
Modular Architecture: The system was designed for rapid adaptation across 46 distinct channels.
The "Brick" DNA: We leaned into the core equity of the brand, even creating a custom font inspired by the geometry of LEGO bricks.
Governance: I created of guidelines that ensured consistency whether the brand was appearing in a retail space in Shanghai or a social campaign in London.
But I didn't want to stop there. I challenged myself to design systems that break the mould—dynamic, unexpected, and with stories coming to life through brick-clicks. As one of the earliest projects to introduce the new brand identity within the company, I proposed and created merchandise to be given to each team, showcasing the new brand elements. After all, employees are a company’s natural brand ambassador!
LEGO is also segmenting more and more into the adults market, it’s crucial to look how the new identity could be applied in ‘grown up’ ways while still keeping the feeling of fun and play. Deeper colours, gradients, textures, it’s still underway—pixel by pixel brick-by-brick.
As LEGO is a product-focused company, it’s very important to create systems that tie experiences, whether in packaging, digital, retail materials, or campaigns.
And LEGO's brand transformation has been epic.
After years of scattered sub-brands, there’s finally a unified global identity launched in 2024—a project that The LEGO Group undertook together with one of the partner agencies, Interbrand. Beyond looking good on paper, I've stretched the new identity across touchpoints, and sitting in the master brand team, I've also updated franchises like LEGO Classic, VIP, Ninjago, and Dreamzzz (and more to-be-announced) to align with the new identity.
Reduced Fragmentation: Significantly improved campaign reuse across 130+ markets.
Speed to Market: Established a faster global rollout process for new product lines and seasonal campaigns
Outcome
The box series sample above was executed by LEGO’s partner agency for the rebrand, Interbrand. The similar idea is used for LEGO Classic , which I worked on and >> you can view here <<.
>> Read about Interbrand’s – the partner agency for this global rebrand - take on the project. <<
>> Read about the brand identity project on design sites, e.g. CREATIVEBLOQ. and CREATIVE BOOM. <<
>> Read about a LEGO fan’s take on the new identity. <<
Tags: Brand identities & strategies // Brand governance // Packaging // Experience design // Visual design // Product design // Motion design // UX // Campaigns // Art direction // Photography // MORE
