branding sustainability for lego
Off the back of a brand refresh, Futerra was tasked to come up with a visual identity for LEGO’s 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 a visual identity that aligned with their masterbrand and is undeniably coming from LEGO, but also clearly about sustainability.
These benchmarks were tested against a global focus group with positive results.
What resulted was a robust and dynamic set of guidelines, a squad of custom LEGO minifigures and library of graphic assets to tell the very important but sometimes complicated story of their sustainability journey.
Role // Creative Director / Designer
Focus // Branding / Illustration
