Lego

The Ask:

The assignment was to develop comprehensive brand voice and tone guidelines for LEGO.com, ensuring that the brand's messaging accurately reflected its values and beliefs.

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The Answer:

Working closely with key stakeholders at LEGO, I crafted a detailed document outlining brand messaging guidelines. This included developing a new LEGO lexicon, brand-appropriate phrases, and a messaging hierarchy tailored for different page types on the website. Following these guidelines, I also wrote copy for various sections of the updated LEGO website and other brand materials.

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The Result:

The final guidelines and updated website copy were met with great enthusiasm from the various LEGO teams. They felt that the new voice and tone guidelines provided a clear, direct translation of LEGO's values, heritage, and principles into practical, actionable rules for creating consistent, on-brand messaging across their digital platforms.