As LEGO expanded deeper into gaming, the brand needed a modern identity that could stand alongside global gaming leaders while staying true to LEGO’s spirit of play and creativity.
- Collaborated with LEGO stakeholders to define brand architecture and positioning within the larger LEGO Group.
- Explored multiple creative directions before aligning on a design that balanced modern gaming aesthetics with LEGO’s playful DNA.
- Built a comprehensive brand style guide to ensure consistent application across motion, digital, and promotional content.
Brand Identity
Designed the official LEGO Games logo and brand identity system.
Design Assets
Created supporting motion design and graphic assets to showcase the brand in digital-first environments.
Style Guide
Delivered a full brand toolkit and guidelines to empower LEGO’s internal teams for future growth.
- Successfully launched a refreshed LEGO Games identity that aligned with the brand’s future-facing ambitions.
- Expanded LEGO’s footprint in the gaming space with a modern, flexible identity system.
- Provided creative assets that continue to support LEGO Games’ presence in public campaigns and media.