This document outlines plans to redesign the Lego brand experience globally. It proposes setting up Skype stations in stores paired internationally so kids can build Lego creations together virtually. If Skype is down, an adventure book provides a story where kids build as they read to progress. In-store posters and branded shopping bags will connect patrons to the global Lego community. The meet our team section introduces the marketing and communications team behind the project.

2. Table of Contents
3…................................................Big Idea
5..…...................................Logo Redesign
7….............................Experiential Design
9…..................................Brand Collateral
16….................................Meet Our Team
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3. 3

4. “Pieces Connecting People”
4
Through our logo redesign, experiential store set-ups and
brand collateral, our group hopes to unite
both Lego users and learning
across the globe.

5. 5

6. 6

7. 7

8. In-Store
Skype Stations
8
- Set up with Skype capability
- Stores paired up internationally
(i.e. NYC – Paris)
- Kids talking to each other on Skype,
while building similar Lego creations
- Screens show how many “Lego blocks”
they are away from each other
- Multiple screens per store
- If Skype is unavailable, kids receive a
“Build-Your-Own-Adventure” Book

9. 9

10. 10
In-Store
Poster #1
(To be placed in Paris store,
connecting patrons
to the global Lego
community)

11. 11
In-Store
Poster #2
(To be placed in NYC store,
connecting patrons
to the global Lego
community)

12. 12
Shopping Bag

13. 13
Adventure
Book
- Children have to build Lego
creations during the story
- Lego creations allow them to
advance
- For use when Skype is
unavailable
- Story has global focus,
connecting the stores
- Book will be given free
to children at store
to take home

14. 14
Adventure Book

15. 15
Adventure Book

16. 16

17. 17
Kyle James
B.A. Sport Studies
B.S. Integrated Marketing Communications
Rebecca Long
B.S. Integrated Marketing Communications
Minors: Economics and Business

18. 18
Sean Carney
B.S. Integrated Marketing Communications
Minor: Communication Studies
Avishag Ben-Aharon
B.S. Integrated Marketing Communications

19. 19
Emma Behrens
B.S. Integrated Marketing Communications
Minor: Sociology
Xavier E. Edwards
B.S. Integrated Marketing Communications

20. 20