Merlin
LEGOLAND
What do myths and legends mean to UK children and how would they like to experience this aesthetic in a theme park context?
Key Stats

We used a three stage co-creation approach to create a fantastical world and protagonist storyline. This would be used as the creative launchpad for a child’s experience – through the realm and branding and semiotics – to go with the new LEGOLAND realm.


We used visual assets and storyline synopses/teasers in a co-creation process with the children to understand where the guardrails should be creatively and how to turn a mythical theme into an immersive theme park experience, that makes each child visitor feel like they are the protagonist in this otherworldly adventure!


This was then honed into a relevant and age flexible brand identity including logos, mock-up marketing materials and communications platforms.


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