Bringing Creativity to Life for a New Generation

Turning a global rebrand into a suite of interactive apps that inspired millions of kids to create, play, and share.

Touchpoints

LEGO Friends Music Maker – song creation via loops + samples

LEGO Friends Art Maker – drag-and-drop design and customization

LEGO Friends Story Maker – interactive storytelling with dialogue + scenes

Android, iOS, and web-based experiences

Fully prototyped user flows and UI systems

Wireframes and collaborative testing on-site with LEGO’s Billund, Denmark team

Impact

LEGO Friends Art Maker surpassed 2.2 million downloads on Android alone

Apps were widely adopted across global LEGO Friends audiences

Sparked organic fan content, including user-generated YouTube videos

Supported a brand relaunch focused on creativity, empathy, and play

Challenge

LEGO Friends was evolving into a more emotionally grounded, inclusive brand. With new characters and story arcs, the team needed digital experiences that reflected this growth while staying intuitive and delightful for kids ages 6 to 12. The goal was to encourage creativity without compromising simplicity or safety.

Strategic Initiatives

We weren’t just creating entertainment. These apps needed to support open-ended creativity, emotional growth, and LEGO’s high standards for digital safety. Each experience was designed to invite kids into the LEGO Friends world in ways that felt personal and empowering.

Empower kids to create, not just consume

Each app was built around creative ownership. Kids could make their own songs, decorate scenes, or tell interactive stories using LEGO Friends characters, props, and settings.

Prototype early, refine with real users

I used low fidelity mockups and paper wireframes to collaborate with the LEGO Friends team on-site and remotely. Iterative testing helped shape smoother flows and more intuitive interactions.

Leading IPO-Stage Brand Communications

Every asset and layout was designed to work across device types and screen sizes. The apps needed to feel just as good on a classroom tablet as on a kid’s phone at home.

Support creativity beyond the screen

App outputs were designed to be saved, exported, and shared. This encouraged organic sharing and led to a wave of fan-generated content on YouTube and other platforms.