LEGO X F1
Design Direction
As the lead designer on the LEGO X F1 pitch, I had the exciting challenge of developing a unique activation concept that merges the exhilarating world of F1® racing with the imaginative spirit of LEGO®.
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In collaboration with our creative team, I crafted a vision that centers on interactivity and community engagement. Our aim was to create a compelling experience that not only captures the attention of F1® fans but also fosters a sense of teamwork and creativity through play.
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I designed and illustrated the key visual and campaign lockup that serves as the cornerstone of our branding strategy. This visual identity reflects the energy of both F1® and LEGO®, ensuring that the activation stands out amidst the vibrant race environment.
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Working closely with the 3D designer and art director, I contributed to the development of dynamic 3D visualizations that illustrate the activation space. These designs highlight interactive zones where fans can build, race, and connect, making the experience both immersive and engaging.
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LEGO® remove the restrictions and rules that surround F1® and let imaginations flow freely.
Fans build a vehicle that an F1® driver could only dream of racing.
After being assigned to one of the 10 F1® teams - their cars then go head-to-head.Racing on a track that crosses global borders. -
An essential component of our pitch was the leaderboard, which I designed to enhance the competitive spirit of the activation. This feature allows participants to track their progress in real time, adding an exciting layer to the event that keeps fans engaged throughout.
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A standout feature of the activation is the lockup design for "RACE THE WORLD." I crafted this lockup to include a typographical track, symbolizing the journey of racing across various locations. In Austin, for instance, the letters curve and twist around the iconic Texas landscape, while in China, the typography elegantly flows along a path that echoes local cultural motifs. This dynamic design not only enhances the visual appeal but also reinforces the connection between the activation and each unique venue.
