For a long time, LEGO has been helping us communicate — things we like, ideas & feelings.
Now LEGO aims to communicate joy through the act of building cheerful elements with their products. 

This direct mailer is the kick-start to the ‘LEGO Builds Joy’ project. Different products of LEGO and a ‘how to’ booklet are provided for the receiver to start building joy for the people they love. It is for the receiver to build, snap and send a photo to the person they wish to cheer up.

 

 

Expanding from the idea of LEGO communicating joy, I wanted to create a concept train that brings happiness to commuters. 

 

Daily train rides can be a drag, especially during rush hours and the idea of going to work will not help lift up your mood. This is where LEGO comes in. A train on the North South line will be transformed into ‘LEGO Joy Ride’. There will be three different themes that will be repeated throughout the train. These themes are mainly inspired by nature (garden, park & sky).

 

The themes are accompanied with copy to remind commuters to be happy – by letting them know that life is not all that bad. Like how there is always a rainbow after the storm. The themes are executed with the same art direction as the direct mailer to keep the consistency. I also introduced some new elements/design for the different themes.

 

The aim of this concept train is to bring a smile to commuters’ faces and have them interact with the LEGO elements in the train to have some fun and get cheered up in the process too.