It’s the ultimate brick-built party, and everyone’s invited! LEGO Party launches late 2025, bringing a brick bucketload of high-energy customisable multiplayer fun to unite friends, families, and fans. Whether battling through a frantic Challenge Zone, showing off your most absurd minifig creation, or laughing through an unexpected twist from TV show hosts Paige Turner and Ted Talker, LEGO Party turns game night into a riot of colour, chaos, and creativity. Launching on PC, PlayStation, Nintendo Switch, Xbox, it’s the ultimate inclusive party game for LEGO lovers old and new.

SMG and Private Division tasked Fluid with the creation of a fun filled, ownable creative identity through Branding, Logo and Key Art. Our mission? Make LEGO Party stand out in the party game space by delivering a fun packed, energetic identity infused with LEGO’s brand values, messaging the game’s key features while delivering mass appeal.

Every aspect of our creative leans into LEGO’s charm: irreverent humour, universal accessibility and authenticity, whilst treading a careful line between fun and too-childish. From the first key art sketch to the final polished renders, Fluid’s brand team built a campaign that’s as bright, bold, and tactile as the bricks themselves.

Instantly recognisable, the LEGO logo sits front and centre alongside bold, gold PARTY! bricks in our branding and logo, creating a premium feel which allows for executional stand out via the use of special print techniques. Each brick-built letter sits at an energetic angle to echo the game’s high octane vibe, resulting in a dynamic, fun logo, which messages the game’s unique proposition.

Our frenetic key art is a riotous explosion of fun, instantly messaging the game’s core pillars. We showcased LEGO Party’s high energy casual gameplay, with artwork displaying the game’s multiplayer mechanic and riotous creativity via an explosion of customised minifigs, to hilarious effect. Designed to appeal to gamers of all ages, it’s a riot of brick-built action bursting with irreverent humour, making for eye-popping, impactful imagery infused with the unmistakable premium DNA of the LEGO universe.