Challenge

2020 has emerged as one of the most challenging years in many of our lifetimes. The world has endured multiple challenges, which has caused many adults to become unsettled and uncertain of their futures. The pandemic has forced toy companies in the United States to reevaluate the way they engage, interact and support consumers (children and adults) during the “new normal” under COVID-19 restrictions. LEGO has noticed a shift in millennial behavior in adult play, as well as an increased interest and demand during the pandemic.  

Solution

To address the need for a sense of consistency and stability, LEGO is launching a national initiative “LeTgo,” aimed at stressed and anxious millennial adults during the ongoing COVID-19 pandemic. LeTgo is committed to helping adults disconnect from the mania of the day and encourages them to receive the wonderful therapeutic benefits from LEGO play. LeTgo wants to break down the barriers of child play and reconnect and embrace childhood nostalgia to help millennials escape the stressful barrage of COVID-19.

This initiative is a microsite that will bring together every part of the LEGO culture and create a new adult experience by combining existing and new resources targeted to adult interests and placing them under one main category, LeTgo. LeTgo’s goal is to bring an intuitive and streamlined experience for adults to access specific sets and resources during the pandemic. 

Millennial adults are the perfect demographic to benefit from the LeTgo initiative because work-life balance and enjoyable experiences are top priorities for millennials.

Concept Development
UX/UI
Visual Design
Website design
Art Direction
Branding

Case Study