VIP Rebrand
The Brief          
LEGO is an iconic brand that targets children. R/GA was tasked with rebranding their omnichannel VIP program in a way that would resonate with shoppers (parents), in a playful and elevated way.

The Outcome           
An impactful, graphic and personalized brand system that exists seamlessly in the LEGO world. Leveraging the brand’s ownable minifigures and creating complimentary elements to highlight rewards the rebrand uses one tonal color palette to stand out as premium in the overly saturated LEGO landscape.

My Role           
I was a Design Director on this project. I worked across big picture thinking—brand system, brand identity and color palette—and detail-focused asks—brand book, EDMs and more.

The Team          
ECD (Copy): Megan Trinidad
CD (Visual): Lucia Orlandi
Design Director: Richard Smith
Design Director: Rachel Tervenski
Senior Copywriter: Rachel Wright
Designer: Brigit Hickey
Motion Direction: Akira Thompson

©Bethany Kennedy 2021
Los Angeles, Calif.