AMANDA SAYERS
STRATEGY & INNOVATION DESIGNER
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.
Scroll through to see some of these side-by-side updates for yourself!
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
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Learn EVERYTHING about our competitors by analyzing their characters and products
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Create a simple visual style guide for all the downstream departments with the updated changes
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Re-position Heartlake city’s personality and visual appearance.
process.
01 Research
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SO MUCH! See below...
Learnings
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Brand updates are a fine line between bringing newness while respecting the core of the brand
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External agencies bring fresh eyes to a project you are waist deep in
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Brand handovers get muddled across departments when information isn’t easy and visual (…not everyone will read the mountains of research books you create)
02 Define
Streamlined opportunities based on the main purchase and play barriers
03 Ideate
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Co-created
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Pinterest boarded
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Illustrated & photoshopped
04 Prototype & Test
Kids tested in the US & Europe to see the girls reactions to the characters, settings & product updates
research.
1
Brand Analysis
GOAL
Define opportunities to strengthen and clarify the brand
METHOD
Brand intention vs. reality
Perception interviews
Brand personality analysis
2
Consumer Research
GOAL
Understand her needs and motivations and expectations
METHOD
Quantitative statistics
Qualitative interviews
Ethnographic research (US & France)
3
Competitor Study
GOAL
Learn what is & isn't working for girls in their brand of choice
METHOD
Competitor mapping
Character analysis
Friendship study (Gravity)