LEGO
– Campaign Launch
Creative campaign concept and playful promotional direction for LEGO Insiders Club, LEGO Group
CREDITS
AKQA
MY ROLE
Art Direction
Visual Design
MORE INFO
LEGO came to AKQA with a brief to launch the Masterclass series inside the LEGO Insiders Club a members-only digital space designed to spark creativity, skill-building, and imagination in kids aged 9 to 12. The challenge wasn't just awareness. It was belonging.
The Insiders Club needed to feel like a place kids actually wanted to be part of somewhere that rewarded curiosity and made learning feel like play. Our task was to shape the visual strategy, messaging, and multi-channel content that would drive sign-ups and make the launch feel like an event worth joining.
Designing for imagination,
not just attention
MY CONTRIBUTION
Working as part of AKQA's creative team, I contributed to shaping the visual direction and developing the promotional materials across channels. My work centred on translating the campaign's strategic territories into a visual system that felt cohesive, kid-forward, and alive.
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ART DIRECTION
Helped define the visual pillars and creative direction — ensuring the campaign felt distinctly LEGO while carving out a space that belonged to the Insiders Club.
KEY VISUALS
Designed the hero banner and campaign key visuals — the creative anchor that carried the launch across all touchpoints and channels.
SOCIAL ASSETS
Crafted social media content designed to move kids from "tap to enter" into a world of imagination — with clear, playful CTA moments at every step.
VISUAL PILLARS — DEFINING THE CAMPAIGN'S CREATIVE TERRITORIES
SOCIAL POST DESIGN — A JOURNEY FROM TAP TO IMAGINATION
HERO BANNER FOR THE INSIDERS CLUB LAUNCH
What designing for kids teaches you about designing for everyone
REFLECTION
Working on the LEGO brief sharpened something I now apply across every project: the cleaner your visual language, the harder it is to make. Kids have an instant, unfiltered response to design; they either feel it or they don't. There's no room for ambiguity or decoration without purpose.
The Insiders Club also reinforced the importance of thinking in systems rather than individual assets. A social post, a hero banner, a CTA moment that these only work when they're clearly part of the same world. Coherence is what makes a campaign feel like a campaign, not just a collection of nice images.