Lego Design Cases
Designers behind the work
Designers and creative leads credited on Lego projects in press coverage.
Designers and creative leads credited on Lego projects in press coverage.
In this guest article for Creative Boom, Jamie Williams of isobel draws parallels between Dolly Parton's self-assured persona and how brands can achieve clarity and authenticity through a 'brand reset'. Using examples like LEGO, Oatly, and Old Spice, Williams argues that rediscovering a brand’s core truth leads to long-term success. The piece promotes isobel’s event 'The Power of a Brand Reset', exploring how businesses can evolve their brand stories with purpose.
TIME and LEGO have partnered for the first-ever Girls of the Year list, celebrating ten young women aged 12–17 who are making a global impact. The collaboration is part of LEGO’s 'She Built That' campaign, which aims to challenge gender stereotypes and inspire girls to see themselves as builders and innovators. The initiative highlights stories of young leaders tackling issues from homelessness to climate change.
The article highlights how Loughborough University's BA (Hons) Graphic Design programme has produced numerous industry leaders across design, illustration, and creative direction. It profiles successful alumni such as Rory Cowan, Luke Pearson, Rachel Wells, and Caroline Paris, showcasing the course’s emphasis on practical skills, creative exploration, and industry connections. The piece positions Loughborough as a top destination for aspiring designers seeking a strong foundation and career success.
The Brand Identity interviews designer and creative director Charmie Shah about her journey from Mumbai to New York and her transition from agency life to freelancing. She discusses her experiences working with major brands like Adobe, Google, and Burger King, and reflects on the importance of autonomy, self-initiated projects, and celebrating creative milestones. The piece highlights her philosophy of exploration, storytelling, and balance in design practice.
BP&O’s feature by Emily Gosling explores LEGO’s new global brand identity created by Interbrand in collaboration with Our LEGO Agency and Colophon. The refreshed system consolidates over 20 sets of guidelines into a unified design language inspired by LEGO’s core product, introducing a modular ‘clutch system’ and a new custom typeface, LEGO Typewell. The update emphasizes consistency, playfulness, and simplicity across physical and digital touchpoints.
The article reports on LEGO’s transition to plastic-free packaging for its collectible minifigures, replacing the traditional plastic blind bags with cardboard boxes. While the move supports sustainability goals, adult collectors are unhappy as the new packaging prevents them from identifying figures by touch. The piece references Brickset’s preview of the new design and LEGO’s testing of various paper and cardboard formats.
