One of the biggest takeaways from my research was that adults value LEGO’s aesthetic value, and its ability to help with anxiety and stress through building. In my early concept sketches, I aimed to highlight the lifelikeness of the sets and their beautiful detail. The tagline “Build your habitat to life” paired with the illustration makes the sets appear like they’re bursting with life. The earthy colour palette and rounded serif font tie back into the de-stressing piece while staying true to the brand. The client had positive feedback about the project and its ability to stand out while targeting the desired audience. Some adjustments were made in the final stages to ensure that all assets stayed consistent in their design.

The result of the final design was a campaign that highlights the reasons why LEGO’s products are so beloved among adults, through the use of imagery, colours, and type. The client was impressed with how the campaign assets maintained unity while each being eye-catching and appealing to the target market. If given the opportunity to do this project again within a bigger timeframe, I would develop more assets to elevate the campaign's impact so it could be applied to a wider range of media.