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

We used a 3 stage co-creation approach to create an fantastical world and protagonist storyline that would be used as the creative launchpad for the 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.