branding social impact for lego
Off the back of a brand refresh, LEGO asked Futerra to come up with a visual identity for their communications around sustainability.
LEGO sees sustainabliity and social impact playing a big role moving forward so this identity had to be something they felt confident about with the potential to influence the masterbrand.
I worked alongside the Futerra team and cross departmental teams inside LEGO to craft an identity that aligned with their masterbrand and is undeniably coming from LEGO, but also clearly about sustainability and social impact.
These benchmarks were tested against a global focus group with overwhelmingly positive results.
What resulted was a robust and dynamic set of guidelines and assets for LEGO to tell the very important but sometimes complicated story of their sustainability journey.
We even devised comprehensive guidelines for icons and illustrations that could supplement the LEGO masterbrand.
Role // Creative Director / Designer
Focus // Branding / Illustration
