LEGO – The Clutch System

LEGO’s incredible success led to a unique challenge - ensuring consistency and connectivity across their diverse and growing worlds. The LEGO vision is to help children learn through play. We researched modes of visual storytelling and recognized that the company’s youngest fans are still learning to read. The answer was found in the visual semiotics of comic books. We brought cohesion to the entire LEGO ecosystem by creating a set of unique assets for the brand beyond the logo. A full LEGO set of elements that you can create absolutely anything from.