was attracting an average of 22 million users online monthly. The briefing was to create a fresh look and feel for’s web platform and give it a unique personality to stimulate its target audience.

They wanted it to be a truly fun and exciting virtual playground that would keep the kids returning to the website. They wanted the redesign to convey The Spirit of LEGO. I was responsible for the Design Direction of and other product websites.

Webby Award Winner ⎯ Best Home People’s Voice Winner ⎯ Best Home

  • Redesign
  • ClientLego
  • AgencyAcumenium
  • Year2010 - 2012
  • RoleArt Director + Designer
  • Type of workWeb Design


  • Alex Pico
  • Ed Holmes