In 2019, LEGO came to R/GA looking to refresh the brand of their customer loyalty program, VIP. They needed it to appeal to parents, feel premium but not exclusive, and stand out in the crowded LEGO universe.

We delivered a bold, playful, and visually striking identity that's unmistakably LEGO yet distinctly premium. And endlessly personalizable. I co-lead the effort with Bethany Kennedy; shaping the overall vision for the brand and executing key deliverables.