Lego: VIP Brand Identity

VIP is LEGO’s reward program, a points-based system that unlocks access to exclusive products and experiences. I led the definition of the VIP brand, which presented a rare opportunity in the LEGO universe to focus on the shopper audience, specifically parents and adult fans of LEGO.

Our brand system taps into one of the most coveted and culturally relevant parts of the LEGO universe: the mini-figures. Bringing a breath of personality to the program, the system is elevated yet accessible, sitting comfortably within the LEGO color world while having its own iconic look with universal appeal.