LEGO Friends was launched in 2012. This construction toy theme features five main characters with different personalities: performer Andrea, stylish Emma, nature lover Mia, scientist Olivia and confident organizer Stephanie. Each of the friends … has an already mentioned distinct personality and interests, such as animals, performing arts, invention, and design, that are reflected in the models as well as stories and details. They all live in the fictional town of Heartlake City. 🙂
The sets were designed by all the super talented model designers within this design team. Working closely with the marketing team, design lead and element designers we created products materializing the vision and direction of the creative directors.
I worked on the Character Designs in the form of LEGO Minifigures and animals from the concept stage of the drawing to final design for production in vector graphics. Decorations for LEGO sets in the form of printed elements and sticker sheets. An important part of the process is a collaboration with the print production and optimising designs to adhere to printing limitations along the way while maintaining the current LEGO brand design language. Keeping organized asset libraries and guides for your team is an essential part of being in the design team.
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