LEGO® LATES
A testing initiative with the goal of aligning the LEGO® brand with strategic partners and demonstrating relevance with low/no affinity adults through various passion points. Hosting a series of PR-worthy events with brick-in-hand experiences that turns attendees into promoters of the brand. These after hours events would be held at LEGO stores in major cities around the world including New York, London and Shanghai.
Partnering with brands like BAFTA, Universal Music Group featuring Skip Marley and fashion designer Grace Chen we were able to attract adults with a passion aligned to the focus for each specific event. The events were a huge success, driving traffic to LEGO retail channels and engaging new fans by showcasing how LEGO building fits within their lifestyle/passions.
The visual identity, and toolbox for the various passion points had to elevate the brand while still retaining its DNA. We wanted to present the band in a way no one has seen before. I went with a minimalist line art approach for the lock up, giving it a clean and sophisticated aesthetic not typically associated with LEGO. Using a combination of abstract lines and brick elements we were able to transcend the brand's public image while still being identifiable.
Icons were created for each passion point category as well as a tool box relating to each event's topic. A cohesive and unique look was achieved by working brick elements into the designs of objects such as headphones, sound waves, cameras, film strips, thread and scissors.
Film Toolbox – Film strips, camera, reels and clack board made from LEGO brick elements.
Music Toolbox – Turntable, boombox, faders, music note and sound waves made from LEGO brick elements.
Sewing w/wo Botanical Forms Toolbox – Scissors, button, safety pin, needle and thread made from LEGO brick elements. We brought attention to the botanical sets since there are not fashion themed sets. With the external partner being fashion designer Grace Chen, we were tasked with combining the two themes.
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