Lego "Conrail" Branding Process Book

CreativeLego Brief “CONRAIL”

Packaging Concept

Presented by:

Creative Services

Creative Brief Rebranding of Lego Creator “Blue Express” • Rebrand the set due to declining sales • Target market are “railfans” or train enthusiasts.

• Create set for a joint venture with a historic train company • Create instructions to accompany the set • Keep 3-in-1 upselling on the packaging

Concept Pitch Consolidated Rail Corporation (1973-1999) • CSX Transportation and Norfolk Southern Railway have agreed to give Lego rights to license the defunct, but historical railroad.

• Strongest blue train brand • Strong design lineage • Aesthetic appeal • Popular among railfans

Research

Die Cut Template 31054

LEGO, the LEGO logo and the Brick logo are trademarks of the/sont des marques de commerce du/son marcas registradas de LEGO Group. ©2017 The LEGO Group.

All rights reserved/Tous droits reserves/Todos los derechos reservados.

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COMPONENTS MADE IN DENMARK, HUNGARY, MEXICO, CHINA AND THE CZECH REPUBLIC/ÉLEMENTS FABRIQUÉS AU DANEMARK, EN HONGRIE, AU MEXIQUE, EN CHINE ET EN RÉPUBLIQUE TCHÈQUE/COMPONENTES HECHOS EN DINAMARCA, HUNGRÍA, MÉXICO, CHINA Y REPÚBLIQUE CHECA.

COMPONENTS MADE IN DENMARK, HUNGARY, MEXICO, CHINA AND THE CZECH REPUBLIC/ÉLEMENTS FABRIQUÉS AU DANEMARK, EN HONGRIE, AU MEXIQUE, EN CHINE ET EN RÉPUBLIQUE TCHÈQUE/COMPONENTES HECHOS EN DINAMARCA, HUNGRÍA, MÉXICO, CHINA Y REPÚBLIQUE CHECA.

Created with http://www.templatemaker.nl

Card Box 3.5 x 4.5 x 1.5 in

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31054

127759-713

Warning! Choking hazard. Small parts.

Attention! Danger d'étouffement.

Petits éléments. ¡Advertencial! Peligro de atragantam ineto. Partes pequeñas.

x3= LEGO.com/life

LEGO, the LEGO logo and the Brick logo are trademarks of the/sont des marques de commerce du/son marcas registradas de LEGO Group. ©2017 The LEGO Group.

All rights reserved/Tous droits reserves/Todos los derechos reservados.

actual size dimension réelle tamaño real

LEGO.com/service

DISTRIBUTED IN THE USA BY LEGO SYSTEMS, INC., ENFIELD, CT 06083. DISTRIBUTED IN CANADA BY/DISTRIBUÉ AU CANADA PAR LEGO CANADA INC., MARKHAM, ONTARIO L3R 5N8. IMPORTADO POR: LEGO MÉXICO S.A. DE C.V., PASEO ALEXANDER VON HUMBOLT 43-A, TORRE II PB COL. LOMOAS VERDES 3RD SECCIÓN, C.P. 53125 NAUCALPAN DE JUÁREZ, ESTADO DE MÉXICO, MÉXICO.

DISTRIBUTED IN THE USA BY LEGO SYSTEMS, INC., ENFIELD, CT 06083. DISTRIBUTED IN CANADA BY/DISTRIBUÉ AU CANADA PAR LEGO CANADA INC., MARKHAM, ONTARIO L3R 5N8. IMPORTADO POR: LEGO MÉXICO S.A. DE C.V., PASEO ALEXANDER VON HUMBOLT 43-A, TORRE II PB COL. LOMOAS VERDES 3RD SECCIÓN, C.P. 53125 NAUCALPAN DE JUÁREZ, ESTADO DE MÉXICO, MÉXICO.

127759-713

Warning! Choking hazard. Small parts.

Attention! Danger d'étouffement.

Petits éléments. ¡Advertencial! Peligro de atragantam ineto. Partes pequeñas.

LEGO.com/service

Card Box 3.5 x 4.5 x 1.5 in

Created with http://www.templatemaker.nl

LEGO.com/life

Rendering View interactive rendering at:

https://sketchfab.com/models/73ecc9cf0a164d5887b9e3183838d169

Shelf Shot Comparison

Shelf Shot #2

Instructions View interactive .pdf at:

https://issuu.com/micahclare/docs/conrail_20lego_20instructions_202_2264a2119a9419

Front Cover

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www.LEGO.com/conrail

Back Cover

Instruction Pages

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Brief History of Consolidated Rail Corporation Railroads were the country’s primary source of freight transportation prior to 1930. Between 1930 and 1960, railroads were detrimentally affected by the growth of air and truck transportation.

Conrail began operations on April 1, 1976. The Company’s mandate was to revitalize rail service in the Northeast and Midwest and to operate as a for-profit company.

By 1983 Conrail was the fourth largest freight hauler in the United States. In 1987 Conrail was returned to the private sector in what was then the largest initial public offering in U.S. history, raising $1.9 billion.

In 2007, it expanded its operations from Northern New Jersey to Staten Island, New York.

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Customer Service Kundenservice Service Consommateurs Servico Al Consumidor

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Parts List 1X 3005740

2X 306540

5X 4211525

2X 4211350

2X 4211464

4X 4210935

4X 4583862

1X 6141554

1X 4529064

2X 4142865

2X 6000606

3X 302323

1X 6141556

6X 302226

2X 302321

1X 4210660

1X 302223

3X 4548180

2X 6053077

1X 302123

2X 306926

1X 6051038

2X 4211098

1X 6115080

1X 4211060

6X 4624473

1X 302023

2X 302326

Customer Service Kundenservice Service Consommateurs Servico Al Consumidor

LEGO.com/service or dial

2X 6170738

3X 6000650

1X 6089577

3X 615726