The Challenge
1.Create co-branding brand guidelines
Define a visual merger of an agency brand Initiative, and client brand LEGO. This showcase includes a 2-logo lockup, example visual elements, chart & table treatments, font choices/usage/ hierarchy and image selections.
2. Execute design/guidelines
Rebrand and design a pitch presentation template with co-brand guidelines and various pitching content formats, it retains elements of both brands in a way that feels refined, harmonious, and visually impactful.
Logo
Lockup
Preserve + Amplify
Preserving the iconic LEGO type for maximum brand recognition
Amplifying Initiative “with” meaning.
( Initiative: the ability to assess and initiate things independently )LEGO with Initiative: A collaboration of revolutionized creative play with a "Cultural Velocity" approach, which drives brand growth by connecting consumers through cultural moments.
Blending defining elements from each brand into a refined, cohesive, and high-impact visual language.
Typography
LEGO Typewell and Aldine721 BT are two primary fonts, capturing the essence of both brands.
Graphic Elements
LEGO elements infused 3D shapes for bars and graphs.
Graphic Elements
LEGO elements infused 3D shapes for bars and graphs.
Motion Graphics
The collaboration of LEGO elements and Initiative vintage style illustrations creates motion graphics that reflect playfulness and universal appeal.
Color Palette
Initiative Blue and Warm Yellow are the signature co-brand colors, pairing with two other primary colors, White and Black. The secondary color palette should be used selectively, such as marketing materials or color-coded graphs and charts.
Bus Wrap Mockup
The media team requests that four lines of text to be displayed in a designed “wrap” on a Toronto TTC streetcar parked in the middle of Yonge/Dundas Square.
