Brief / Create a digital experience for kids that bridges digital and physical play for the LEGO's Star Wars Franchise.
Agency / North Kingdom
Client / LEGO
Role / Concept, Art Direction and User Experience during the initial pitch, concept and discovery phases.
At North Kingdom, we worked in close collaboration with LEGO and the LEGO Star Wars team to concept the Force Builder. An app experience where kids “Find Their Force" through creative digital building. During an intensive discovery phase, we set out to create a brand experience that captures the Star Wars ever-expanding universe in one single place. We came up with an experience where kids get to learn about the saga, meet characters and explore the powers of the force; all the while, harnessing the same creativity kids use when playing with their physical LEGOs.
It’s not a game, it’s an experience platform for open-ended play
Through workshops with LEGO and initial user testing results, we discovered the importance of empowering our young users by giving them room to explore and discover. Motivating their curiosity by creating a space for open-ended play.
GALAXY SANDBOX
The galaxy expands as the child’s force grows stronger, incentivising extended play. In the beginning, the galaxy will be small with set missions. Then, once the child’s force starts growing stronger, missions will grow in complexity and more parts of the galaxy will become available to explore.
We even created a personalized Hangar for each child — a maker space where users get visits from LEGO Star Wars characters and kids are tasked with their next big mission.
