LEGO Education – January 2026
EXPERIENCE DESIGN – SPATIAL DESIGN – CROSS FUNCTIONAL PARTNERSHIP – CREATIVE DIRECTION
To launch LEGO Education’s new CS&AI product, we translated the We Trust in Kids campaign into a physical trade show experience. As Creative Lead, I directed a modular, playful booth system designed as if K-12 students themselves had built it — combining product demos, photo opportunities, and campaign storytelling across events including FETC, SXSWEdu, CSTA, ISTE, and BETT UK.
With the launch of LEGO Education’s CS&AI product, We Trust in Kids needed a physical home — a trade show space that could stand out while staying true to the campaign’s core belief: that students’ voices deserve a seat at the table in shaping the future of education. Working with XDAgency and LEGO Education’s US marketing team, I led the creative direction around a simple provocation: what if K-12 students had designed this booth themselves?
We drew from the language of the playground and rebuilt it as functional installation pieces — a climbing wall mapped to progressive lesson pathways, a hopscotch court where numbers became data points from our own research, a swing that doubled as a photo opportunity leading into live product demos. The system was built modular from the start, scaling between a 30×30 ft and a 25×15 ft footprint to fit different events and markets.
Beyond the space itself, I directed the design of the full on-site experience, including staff t-shirts, product one-pagers, a sticker sheet, and a free tote bag to round out the booth’s identity.
The system debuted at FETC 2026 and kept evolving from there — early hopscotch materials didn’t survive foot traffic, so we adjusted vinyl and flooring ahead of SXSWEdu, where new blackboard-style interactive elements drew praise from the event’s own organizers as one of the standout booths of the year. The space went on to travel across FETC, SXSWEdu, CSTA, ISTE, and BETT UK — each version building on the last.
