LEGO Education – January 2025
BRAND STRATEGY – CREATIVE DIRECTION – ART DIRECTION – CROSS FUNCTIONAL PARTNERSHIP – OMNICHANNEL STRATEGY
LEGO Education launched its first rebrand in over 20 years in January 2025, alongside its new Science product line. Working with Wolff Olins and Spring on the new identity, I led the implementation and creative direction across web, social, sales enablement, exhibition spaces, and reseller guidelines, then continued developing the brand beyond launch.
The new identity needed to do a lot at once: follow the LEGO masterbrand, using Typewell and a color palette pulled straight from the bricks, while feeling warm and playful enough to appeal to kids across K-12 and mark LEGO Education’s entry into core classrooms.
The logo filled with color and bricks, but the real shift ran deeper, in a full motion system and an illustration language built from students’ own irregular pencil strokes, shifting from abstract to literal as lessons progress through the grades. Between March 2024 and January 2025, I worked with Wolff Olins and Spring to take that system from guidelines into practice, building templates and directing how it would show up across every platform, from web and social to trade show booths and reseller standards.
A core part of the system is the digital baseplate, a top-down recreation of an actual LEGO baseplate where knobs can connect with 2×2 bricks, connecting images, data, or content depending on the platform.
Everything, from the illustration style to the baseplate logic, had to be built from scratch and then applied consistently across dozens of touchpoints designers hadn’t tested before. Since launch, I’ve continued that work, designing internally and directing external agencies and freelancers to keep evolving the brand beyond its original guidelines.
