Merlin Entertainments
Legoland Research & Brand Identity
What do myths and legends mean to UK children and how would they like to experience this aesthetic in a theme park context?
Key Information


Merlin Entertainments were about to unveil a new themed area at their Legoland Windsor resort. They wanted to know how children aged 7-12 would engage with this theme, in order to provide the best in-park experience and creative effective communications for children and parents.


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.

Related Work