A simple idea with possibilities
Brand strategy should identify the principle that holds your offer together. A clear foundation can support new products and stories while keeping the brand easy to recognise.
LEGO / BRAND INSPIRATION
Create a brand like LEGO.
LEGO gives a simple system an expansive imaginative world. Building and play sit at the centre of the brand, with room for different stories, ages and ways to take part. It is a reference for an identity that can grow through participation.
If you want to create a brand like LEGO, ask what your audience can make, discover or contribute. Explore OpenPitch for branding agencies and independent creatives working across playful identity, illustration, product storytelling and experiences that invite people into the idea.
Build a brand with room for imagination.
A flexible visual system
Colour, illustration, typography and character can work as a coherent set of parts. Look for designers who create useful rules while leaving space for different expressions.
An experience people help create
Interaction, content and physical environments can give the audience a role. Consider how participation will work for the people you want to reach, across ages and abilities.
Explore partners for an imaginative product or experience.
Review playful identities, family-focused products, character systems and interactive design. Look for creative work with a clear underlying idea as well as an engaging surface.
Studio Muti
Cape Town, South Africa
Illustration, animation and design studio focused on illustration, typography, lettering, visual identity and animation.
Recorded affinity: education, entertainment, culture, playful
Hello Monday/DEPT®
New York, Copenhagen & Aarhus
Global digital creative studio focused on brand experiences, websites, digital products, campaigns and creative technology.
Recorded affinity: education, culture, entertainment, playful
Merci-Michel
Paris, France
Digital gamification and experience studio focused on branded games, interactive campaigns, immersive websites and installations.
Recorded affinity: education, entertainment, culture, playful
TwoPoints.Net
Barcelona & Hamburg
Independent graphic design studio focused on visual identity, typography, editorial design, digital design and exhibitions.
Recorded affinity: education, editorial, playful
Open Statement
Helsinki, Finland
Digital development studio specialising in bespoke websites, online stores and creative platforms for the art, fashion and cultural sectors.
Recorded affinity: education, entertainment, editorial
Naranjo–Etxeberria
Madrid, Spain
Independent Madrid design studio focused on visual identity, typography, editorial design, campaigns and digital design.
Recorded affinity: education, editorial, playful
Studio Sutherl&
London, UK
Independent London design studio focused on visual identity, typography, editorial design, packaging and campaigns.
Recorded affinity: education, playful, editorial
Estudio Menta
Valencia, Spain
Independent graphic design and communication studio focused on brand strategy, visual identity, editorial design, digital design and signage.
Recorded affinity: education, editorial, playful
Rubio & del Amo
Murcia, Spain
Multidisciplinary Spanish design studio focused on brand strategy, visual identity, naming, editorial design, packaging and digital design.
Recorded affinity: education, culture, editorial
Human After All
London, United Kingdom
London-based brand and communications agency specialising in strategy, visual identity, campaigns, motion and editorial design.
Recorded affinity: entertainment, editorial, playful
This guide uses LEGO as a creative reference. Listings do not imply that a creative has worked for LEGO or is endorsed by the brand.
A useful question before you begin.
How can a LEGO reference help a business outside toys?
Focus on the transferable principles: a coherent system, creative participation and room to expand. Explain how those ideas relate to your product or service so the creative direction feels relevant to your audience.