LEGO Education Science Product Launch

Project Overview
LEGO Education launched its first core classroom product, LEGO Education Science, marking a strategic shift to broaden the brand beyond afterschool add-on. The launch aimed to drive awareness and adoption during the back-to-school period through multiple campaigns.

My Role
Partnering with a copywriter, I helped develop six concepts, four of which were selected and refined to target the customer journey stages: awareness, engagement, and purchase. I designed over 150 assets across print, digital, video, and social channels, including animated and static banners, page takeovers, social videos, and still images. Assets were also localized into German and Korean.

The challenge for these campaigns was designing visually differentiating campaigns representing three different grade bands (K-2, 3-5, 6-8) while using existing imagery and video, and adhering to strict brand guidelines.

Results
We delivered all four campaigns in under two months, with preliminary metrics showing engagement more than double the benchmark. The campaigns also successfully positioned LEGO Education Science as a core classroom product, strengthening the brand’s broader perception and setting the stage for future product launches.