Lego:Cultures & Futures by Clara Teixeira HancockLego:Cultures & Futures by Clara Teixeira Hancock

Lego:Cultures & Futures

Clara Teixeira Hancock

Clara Teixeira Hancock

Brand Design

Adobe Photoshop

Adobe Photoshop

Figma

Figma

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Posted Feb 2, 2026

An identity for LEGO’s internal team dedicated to understanding culture, human behaviour, and future-facing insights

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Brand Design

Adobe Photoshop

Adobe Photoshop

Figma

Figma

Clara Teixeira Hancock

Clara Teixeira Hancock

Crafting brand identities with purpose

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Lego: Cultures & Futures

An identity for LEGO’s internal team dedicated to understanding culture, human behaviour, and future-facing insights that shape long-term strategy and innovation. Based on the concept of refraction, the aesthetic is built around the metaphor of a lens - an overlay that bends perspective and reveals new ways of seeing. A soft pastel palette introduces warmth and humanity, while layered elements suggest depth, curiosity, encouraging ways of seeing that go beyond the surface level.