R&D Product

Lego Creative Intelligence

Date

2024

Client/Agency

Fake-Up

Role

Creative Direction, Concept, Design & Development

Case Study - 1:21

Lego Creative Intelligence started with a simple observation. Lego already had a designer tool where you could build your own sets using real parts, generate instructions, and have the pieces shipped to you to physically build. It was a great idea but it required you to design brick by brick. I wanted to see what that experience could look like with AI doing the heavy lifting, something closer to describing what you want and having it appear, like Midjourney but for real world Lego sets you could actually hold in your hands.

The Challenge

The core design tension was usability versus control. Lego's audience spans kids to serious adult collectors, and the experience needed to feel approachable and fun at the entry level while still giving power users enough control to refine and iterate on their creation. Getting that balance right without making the interface feel cluttered or complicated was the main thing I kept coming back to.

The Approach

The flow is intentionally simple. You name your creation, choose how you want to describe it, audio, text, or image, and the app generates a 3D Lego-style build you can rotate and inspect from any angle. If it's not quite right you regenerate. Once you're happy you can view it in AR, save it, share it, or buy it and have it shipped. Past creations live in your dashboard so you can always come back and keep refining.

The visual design leans fully into the Lego brand language, bold yellow, orange, clean type, playful but not juvenile. The goal was for it to feel like it belonged in the Lego ecosystem while functioning as something genuinely new within it.

App UI Designs

The Outcome

This was a personal exploration of where AI and physical product creation could intersect, and a chance to think through what that experience should actually feel like from the ground up. The prototype is fully interactive and navigable end to end.

Jeff Levine

Fake-Up

Creative Director, Designer & Artist