Context
Developed in collaboration with Swedish agency Peppy Agency AB, this project focused on enriching LEGO Life, a safe digital community and app used by over 9 million children globally. The objective was to integrate the beloved LEGO Star Wars franchise into the platform's daily content ecosystem.
Challenge
The primary challenge was navigating the intersection of two colossal global brands: Disney and LEGO. The creative output required strict adherence to the intricate brand guidelines of both IPs, capturing the epic narrative of Star Wars while maintaining the playful, brick-centric charm native to the LEGO brand. Additionally, the project demanded seamless coordination between stakeholders spread across different continents.
Role
I was responsible for the visual development and digital asset creation of the in-app content, curating and adapting a vast library of assets to ensure strict brand alignment while crafting engaging, child-friendly digital experiences.
Approach
The process required synthesizing an expansive library of Disney and LEGO elements into a cohesive, highly engaging digital narrative. Balancing strategic IP management with creative playfulness, I designed a suite of visuals tailored for the app's young demographic. This involved tight cross-continental collaboration, ensuring the creative execution met the rigorous standards of multiple international teams without losing its sense of fun.
Outcome
The project successfully deployed dynamic, on-brand content to an audience of over 9 million young users worldwide. By expertly bridging the gap between two global IPs and facilitating smooth cross-continental collaboration, the work delivered highly engaging digital experiences that resulted in complete alignment and satisfaction from all international client teams.
