I’ve always loved the magic of Lego and the immersive possibilities of VR. So, I thought—wouldn’t it be cool to blend the two? With that idea in mind, I set out to create a new brand vision for Lego's Dreamscape VR/AR headset, aiming to merge playfulness with cutting-edge tech.

To bring this vision to life, I started by diving deep into research. I explored Lego’s rich history, its philosophy of 'learning through play,' and how its products have become a cultural icon. Did you know that Lego produces over 36,000 pieces every minute? That’s the kind of scale I wanted to reflect in this project.

I also immersed myself in the VR space, discovering that VR can increase information retention by up to 75% compared to traditional methods. This insight drove my focus on creating an experience that was not only fun but also deeply engaging. Combining this research with AI tools like ChatGPT, DALL-E, and Midjourney, I crafted a story and visual identity that felt both futuristic and true to Lego’s playful spirit.

I began by creating a brand deck to gather my thoughts and tie in insights from my research. This helped me lay the foundation and direction for the project. From there, the process was all about exploration. I constantly refined the visuals—tweaking colors, layouts, and features—until everything clicked. My goal was to create a cohesive, immersive experience that felt just right for the Dreamscape brand.

Bringing the Dream to Life

The final visuals for Dreamscape blend deep, mystical hues with playful elements, perfectly capturing the spirit of Lego. From the branding to the web homepage, each piece invites users to step into a world where imagination meets technology. Reflecting on this journey, I’m reminded of how passion, creativity, and the power of AI can come together to create something truly extraordinary. This project wasn’t just about design—it was about reimagining the future of play.