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
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Current Shop at Home Catalog design
Approach
Having worked on the current Shop at Home catalog for five years, I was tasked with creating the direction for this new catalog. The goal was to adopt a bold, mature tone, anchored by a refined black aesthetic. Lead with aspirational lifestyle photography that shows scale and display context as well as spotlight the relaxing build experience. This would be distinct from illustrated backdrops of the existing catalog.
Early concepts used LEGO’s red and yellow but shifted to a clean black-and-white aesthetic. I explored giving full spreads for multi-build sets to showcase value and encourage buying multiples, however this was passed on with the priority of including more sets.
Final Design
The final result is a refined, contemporary design that feels both mature and aspirational. The visual direction emphasizes lifestyle photography, showcasing scale and context to demonstrate how LEGO can seamlessly integrate into the home.
Printed on thick stock, the cover features a tactile Soft Touch finish, with the logo highlighted in spot varnish and Adults Welcome stamped in white foil for contrast and impact. Every production detail was carefully chosen to convey a premium look and feel. The book opens with a gatefold and a letter celebrating the joys of building, thoughtfully paired with the Typewriter set to add emotional and thematic resonance.
Outcome
The catalog launched in the U.S. on July 20, 2021, with 100K copies sent to high-value shoppers and 250K to new prospects modeled on adult buyer data. The campaign drove increased traffic to LEGO retail channels and earned strong media and social coverage. The overwhelmingly positive reception elevated brand perception and helped position LEGO as a premium offering—leading to its continuation as an annual release, with smaller versions featured in key holiday catalogs.
