AG LEGO Certified Stores operates LEGO retail stores across Australia and New Zealand in partnership with The LEGO Group. AG LEGO’s most frequent marketing activity are their own limited time offers and campaigns, promoted across digital and in-store channels.
As the Graphic Designer I led the adoption of a new brand identity and project management process. This allowed design assets to be created, approved and ready to launch 3 weeks earlier than the previous workflow.
Inconsistent identity
In a market where fake LEGO deals are frequent online, customers would sometimes be asking “is this a scam?” to some AG LEGO communications.With that in mind, my goal was to ensure customers would recognise and trust the new identity, which had previously been inconsistent and off brand.
To ensure that trust and recognition, the 2024 identity from LEGO and Interbrand was used as the foundation, then built upon with brick
patterns and photo popouts. AG LEGO identity overview, founded on Interbrands redesign
Retaining familiarity
For those limited time offers, the new identity elements were combined with the previous layout of large bold text. This was for cutting through the visual noise in-store, and not loose recognition amongst current customers.I then templated the layout to allow for easy LEGO approval and fast rollout.
Offer A4 conceptMore offer A4’s
Smoother rollout
With the introduction of project management software that tracked each offers status, more offers were able to be produced and managed more efficiently. Combining this with a templated layout, print/digital offer rollouts were being completed 3 weeks ahead of their launch. All of this allowed other departments to schedule rolled out assets like socials and website content earlier.Offer social adOffer social story Monthly giveaway social adsLEGO-directed campaign landing page concept
OOH advertising
With a goal to bring more customers to the flagship store, and a desire to showcase its “World’s Largest” status, managers also ran a limited OOH advertising campaign.
They were enthusiastic about the initial visual direction, as seen in the animated lift ad. But for the print bus backs managers wanted to showcase features of the store itself, so other designs were finalised.
Initial bus back concept that was unused
Animated lift ad
What I learnt
Next time I’d approach communicating changes differently. Instead of focusing on subjective aesthetics, get people on board by explaining the design choices and how they work for the businesses objectives.Mockups worked well as a tool to help everyone visualise the assets outcome and its context.My initial identity changes didn't work as planned as I too heavily focused on rigid and detailed elements. I learnt that simple elements are going to work better for a brands identity than inflexible rules, as they’re more adaptable to different formats.