Working with team leaders, I introduced an updated identity and project management process for AG LEGO Certified Stores.AG LEGO operates LEGO retail stores across Australia and New Zealand in partnership with The LEGO Group.With an updated identity and process, their design assets were able to be created, approved and ready to go 3 weeks earlier than the previous workflow. The identity, adapted from the global brand identity was progressively established across brand touchpoints, often combined with previous layouts to retain recognition amongst current customers.
SCOPE
Identity, Print, Digital, Social Media, Web, OOH, Motion
TEAM
Marketing; AG LEGO
ROLE
Graphic DesignerBrick patterns and “built” holding shapes were introduced as a core part of the AG LEGO design system.This was applied alongside the global brand identity, allowing AG to still speak the LEGO language, but in a slightly unique tone.Angles of the text were based off brick alignmentsA small scope, out-of-home campaign was also ran to showcase the flagship stores “World’s Largest” status.For the bus backs, the final art featured facts about the store, but I still enjoy the charm of the multi-minifigure concept seen below.
LEARNINGS
I found that a quick mockup is always helpful for getting everyone on the same page by visualising the assets context and its outcome.Next time I’d approach communicating changes differently. Instead of focusing on subjective aesthetics, get others on board with how the design choices work for the businesses goals.