Ready For Girls?

 Instructions

Choose a brand, company, or social movement and provide a Case Study on a project or campaign. Research the subject, frame the objectives, and deconstruct how the objectives were met through compelling storytelling, utilizing various media. What were the results? What did you learn from this case, and how can you apply what you learned to your designs? pay special attention to Visual Hierarchy, Color, Typography, and Emotional Appeal in your analysis. 

"Ready For Girls!" 

If you want to do a deep dive on this campaign follow this link here:

Ready For Girls? - Lego 

So, back in 2021, LEGO launched something called “Ready for Girls.” The goal? Challenge gender stereotypes in play and push for more representation of girls in creativity, engineering, and leadership roles. It wasn’t just a vibe change or a color swap. They released a whole series of kits and campaigns centered on female inventors, artists, builders, you name it. What really got me was that they backed it with data, too. They conducted a global study revealing that girls are still being confined to certain toys and roles, despite being equally capable and creative. With these studies, they further backed it up by not only bringing many notable women to further present the cause, but also building their own study when they launched the campaign.

The visuals were clean but bold. Bright pops of LEGO color, portraits of real girls from around the world doing wild creative stuff, and taglines that actually felt empowering. The campaign didn’t scream “look at us being woke,” it just made space. That’s the difference. And it made me think about how sometimes design doesn’t have to be heavy-handed to be effective, it just has to be honest. Simplicity is also a maximizing factor to this as well, cause not only did they not overcomplicate the scenes and taglines.

And honestly, what stood out the most was that LEGO didn’t just talk. They adjusted their products. They stopped gender-labeling sets. They started working with groups focused on girls in STEM. Like, actual follow-through. It’s one thing to post a statement, but to shift how you design and market your core product? That’s the kind of creative accountability I respect and is why not only I, but millions of other people backed the campaign, and why the campaign did such huge numbers in 2021.

 

 

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