LEGO Education World Play Day
Role: Senior Art Director / Creative Direction / Visual Design / Copy Reviewer / Concepting / Illustration /
Deliverables: Educator toolkit, lesson guide, presentation decks, student worksheets, certificates, marketing campaign visuals, social media videos
Formats: Print, Digital, Multi-Channel Campaign
Project Overview
As part of the LEGO Group’s global World Play Day initiative, LEGO Education wanted to promote more play in cities while increasing brand awareness in the education sector. The goal was to create a turnkey classroom experience that teachers would download and implement inspired creativity and hands-on learning for both teachers and students, while supporting a globally adaptable marketing campaign.
The Challenge
Designing an educator toolkit that could be easily implemented worldwide
Developing materials that were engaging for both teachers and students across diverse cultures
Aligning the campaign with multiple brand systems while maintaining global consistency
Delivering a cohesive, high-quality creative solution under a six-week deadline
Creating marketing assets for multiple channels (paid, organic, and localized digital) for international markets, including Germany and China
The project required a solution that was educational, playful, visually engaging, and globally adaptable, balancing LEGO® Education’s brand standards with local needs.
Approach
I collaborated closely with a copywriter to concept and develop “The Play Spot,” a six-part classroom adventure. The design approach emphasized hands-on, playful learning experiences while ensuring materials were clear, approachable, and visually cohesive.
Key Design & Creative Decisions
Developed a comprehensive educator toolkit including:
22-page lesson guide
Presentation decks
Student worksheets
Certificates
Introductory materials
Led art direction and visual design, including brand development, typography, color palettes, and illustration style
Designed multi-channel marketing campaign assets tailored to paid, organic, and localized digital platforms for international audiences
Ensured brand alignment and global consistency across multiple LEGO systems
Process Highlights
Brainstormed classroom activity based on a high-level idea
Wireframed and designed lesson guide layouts and educator toolkit to optimize readability and usability
Iterated on visual styles and illustrations to balance fun and professionalism
Developed marketing concepts with localized messaging for German and Chinese audiences
Collaborated with 3 agencies to ensure global appeal and cultural relevance
Implemented feedback cycles to finalize cohesive toolkit and campaign assets under tight deadlines
Final Design
The Play Spot delivered a fully branded, engaging, and flexible classroom experience:
22-page lesson guide with clear instructions and playful visual elements
Interactive presentation decks for teacher facilitation
Student worksheets and certificates reinforcing learning outcomes
Multi-channel campaign visuals optimized for international audiences
Scalable assets adaptable for local markets and future initiatives
Outcome
The project successfully:
Increased LEGO Education’s visibility within the global learning community
Reinforced the brand’s reputation as a leader in playful, hands-on learning
Delivered a globally adaptable, cohesive toolkit and campaign under a six-week timeline
Strengthened engagement with educators and students through fun, structured learning experiences
Tools & Deliverables
Adobe Illustrator & Photoshop (Visual design, illustration, branding)
Adobe InDesign (Lesson guides, worksheets, certificates)
PowerPoint / Keynote (Classroom deck)
Digital campaign assets for web and social channels
Video (Social media + STEAM career )