LEGO Adults Welcome Catalog
The first-ever LEGO catalog designed exclusively for adults! This premium catalog served as a test to engage an emerging audience, sparking excitement among loyal fans while attracting a new generation of LEGO enthusiasts to the brand.
Objective
As LEGO’s adult audience grew, so did the opportunity to rethink what a catalog could be. Adults were already buying 18+ sets, but the existing kid-focused format didn’t speak to how they interacted with the brand. We saw a chance to create something more elevated, that felt at home on a coffee table.
This catalog was our first attempt to speak directly to that audience. The plan was simple. Treat adult builders with respect, match their taste level, and create an experience that feels aspirational rather than promotional. That thinking shaped every decision that followed.
Current Shop at Home Catalog design
Approach
Having worked on the Shop at Home catalog for a number of years, I was asked to lead the creative direction for this new version. I pushed for a bold and mature visual tone supported by a clean black aesthetic. The design leaned on lifestyle photography that showed scale, texture, and how these sets lived in real spaces. This grounded the product in reality while highlighting the calming, meditative nature of the build experience.
Early explorations used LEGO’s red and yellow before shifting into a clearer black and white system that let the product breathe. I explored full spreads for multi-build sets to highlight value and encourage collecting. Ultimately the priority shifted to feature more sets instead. Throughout the process, I focused on staying true to the catalog’s purpose. It needed to feel premium, confident, and inviting without drifting into glossy over-design.
Final Design
The final catalog is sleek, contemporary, and crafted to feel at home on a coffee table. Thick stock, a Soft Touch cover, spot varnish, and white foil created a tactile presence that aligned with the audience’s expectations. Copy stayed concise and purposeful. A gatefold opener paired with the Typewriter set added emotional weight and introduced the catalog with a thoughtful narrative moment.
Outcome
Launched in July 2021, 100K copies were sent to high-value shoppers and 250K to a new audience modeled from adult buyer behavior. The response exceeded expectations. It drove traffic, earned strong media coverage, and reframed how people viewed LEGO as a brand. Its success led to yearly continuations and smaller versions woven into major holiday catalogs.
In the end, this project proved something I believe deeply. When you treat your audience with clarity, intention, and respect, the work speaks for itself.
