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.
I needed to ensure they 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 anchor, with LEGO brick silhouettes applied as the core elements of the identity.
Offer A4 concept
Retaining familiarity
For limited time offers the new identity elements were combined with the previous layout of large bold text, to grab attention in-store and not loose recognition amongst already familiar customers. I also templated the layout to allow for easy LEGO approval and fast rollout.
More offer A4’s
Smoother rollout
Introducing project management software that tracked offer status and requirements allowed more offers to be produced and managed more efficiently. By combining this with a templated layout, it allowed print/digital offer rollouts to be completed 3 weeks ahead of launch. This empowered other departments to schedule assets such as socials and website content earlier. Offer social adOffer social story Monthly giveaway social adsLEGO-directed campaign landing page concept
OOH advertising
With a focus on bringing customers to the flagship store, a limited OOH advertising campaign was also ran. Managers were enthusiastic about the initial visual direction, but wanted to focus on showcasing features of the store itself, and so other variations were finalised.Preferred initial variation that was unused
What I learnt
Mockups worked well as a tool to help everyone visualise the assets outcome and its context.My initial designs didn't work as planned as I too heavily focused on a rigid and detailed identity. I learnt that simple and adaptable elements are going to work better than inflexible rules as they’re more accessible for different formats.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.