First created in 1949, LEGO bricks are still enjoyed by families around the world. They remain relevant in part because the LEGO Group deliberately made its form of creative play accessible in an increasing number of stories—through its franchises and those of partners like Disney and Marvel. The LEGO Group’s incredible success led to a unique challenge – ensuring consistency and connectivity across their diverse and ever-growing worlds.

We brought cohesion to the entire LEGO ecosystem by creating a set of unique assets for the brand beyond the logo; a full set of LEGO elements that can illustrate absolutely anything.

The new LEGO system was created to build cohesion globally and empower creative play for those designing brand experiences as much as the people who enjoy them. Also, in parts of the world the LEGO brand and products are copied and sold as a rival company. By creating more recognizable brand cues we created a competitive moat to build attribution for the LEGO Group.

Building the LEGO set of elements took over two years to complete. It was conceived then rigorously tested across different groups within the LEGO Group to ensure the system would be accepted across the organization. We tested the elements with six working groups that were used to pressure test the solution.

To deliver a more connected ecosystem, we dove into the LEGO archives to understand what makes the brand so special. The solution was to build a full set of LEGO elements that could and build cohesion and unlock creativity.

Each piece was painstakingly designed to work as part of a wider system. The main asset is a ‘Clutch System’ based on the brick, called LEGO Brick Pro which enables building anything digitally, functioning as a font (or 130 glyphs).

This font can be used to quickly build crazy shapes, illustrations, and UI elements using the same geometry as the bricks. The result is a branded visual representation of the iconic System-in-Play. Just like the brick, you can now build anything imaginable in a familiar and ownable way.