Launching LEGO Insiders

LEGO VIP had served the most engaged adult fans well but wasn't built for the audiences LEGO was now growing into. Insiders needed to keep the loyalty of the existing fanbase while feeling relevant and generous to families new to the brand. That meant a brand refresh, a new benefits architecture, and a coordinated launch across every surface LEGO owns.

I set up a design crew that pulled the six squad designers plus marketing and brand designers into a single working group with a shared objective. I led the design strategy and roadmap, kept the work captured in one place so stakeholders could see it evolve, and represented design inside the wider programme alongside my product and engineering counterparts. That seat let me carry risks and issues both ways, flagging them upwards while relaying what my peers were wrestling with back to my team.

One of the biggest design bets I owned was set registration. This was the ability to register any LEGO set for points, regardless of where it was bought. It meant Insiders could grow beyond people buying directly from LEGO, and it worked. It drove millions of new user registrations at launch.

Insiders launched globally on time and on brand. Set registration became a growth engine in its own right. Beyond the numbers, the crew model I set up for this programme has now become the way I run design across the pillar, a lasting capability that outlived the launch.