How we used brand strategy to help LEGO inspire the world to learn through play.
LEGO came to us with an ambitious new vision: to become a global force for learning-through-play. To champion the skills rarely taught in schools yet desperately needed to nurture the thinkers of tomorrow. We created a brand platform, brand experience principles, and an employee engagement and brand governance program to inspire people across the organization to make this ambition a reality.
Igniting the power of play.
The Change
LEGO, a family-owned organisation, wanted to leave a legacy as the business approached its 100th birthday. So it set a new vision to become ‘a global force for learning-through-play.’ Recognising that the world is in desperate need of new skills fit for the 21st century yet rarely taught in schools, they saw an opportunity for play – and LEGO play in particular – to help.
The Opportunity
To help achieve their vision, we developed a new brand platform which the whole organisation could rally behind. We also created a brand purpose framework to help them understand where they currently stand, where they want to be – and crucially the steps it will take them to get there. Finally, the powerful brand experience principles we identified are guiding all brand creators and makers as they bring the brand to life across the ecosystem – from Legoland to retail stores.
The Result
Today, LEGO enjoys a brighter, bolder, more consistent brand united behind a clear vision. An inspiring employee engagement program ensures every single person across the organisation understands the purpose, brand platform and their unique contribution towards helping the world learn through play. A brand governance program, alongside a new online brand centre, ensures all branded elements are in line with the vision.
