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BEFORE

AFTER

LEGO FRIENDS

2018 UPDATE

REBRANDING

2015 - 2017

For half a year I took a break from building to work on a big research & design project exploring ways to update the LEGO Friends brand for our 2018 launch. We conducted A LOT of research to understand the LEGO barriers non-user girls and their moms face to make updates to the brand messaging, characters, tone of voice, styling, and setting, and content.

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Scroll through to see some of these side-by-side updates for yourself! 

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details.

Team

Brief

Our brief was only three words…boost LEGO Friends. We eventually honed it down to  “identify recruitment opportunities for the non-LEGO girl with LEGO Friends in 2018.”

Amanda Sayers

LEGO Friends Design & Marketing team

LEGO Girls Front-End (Lillie, Fatema, Sanne, Andreas, Marta & Inger-Lise) 

LEGO Global Insights

Creative Marketing Agency

Gravity Consulting (Munich)

My Role

  • Learn EVERYTHING about our competitors by analyzing their characters and products

  • Create a simple visual style guide for all the downstream departments with the updated changes

  • Re-position Heartlake city’s personality and visual appearance. 

process.
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​01 Research​

  • SO MUCH! See below...

Learnings

  • Brand updates are a fine line between bringing newness while respecting the core of the brand

  • External agencies bring fresh eyes to a project you are waist deep in 

  • Brand handovers get muddled across departments when information isn’t easy and visual (…not everyone will read the mountains of research books you create)

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​02 Define​

Streamlined opportunities based on the main purchase and play barriers

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​03 Ideate​

  • Co-created

  • Pinterest boarded

  • Illustrated & photoshopped

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​04 Prototype & Test​

Kids tested in the US & Europe to see the girls reactions to the characters, settings & product updates

research.

1

Brand Analysis

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GOAL 

Define opportunities to strengthen and clarify the brand

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METHOD 

Brand intention vs. reality

Perception interviews 

Brand personality analysis

2

Consumer Research

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GOAL 

Understand her needs and motivations and expectations

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METHOD 

Quantitative statistics

Qualitative interviews

Ethnographic research (US & France)

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3

Competitor Study

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GOAL 

Learn what is & isn't working for girls in their brand of choice

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METHOD 

Competitor mapping

Character analysis

Friendship study (Gravity)

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