LEGOLAND® California Resort 


  • Concept Design & Development

  • Creative Master-planning

  • Storywriting

  • Visualization

  • Art Direction

  • Logo Design

  • Brand Design


This project for LEGOLAND California was one of the highest investments for the park.  I was fortunate enough to be leading the creative development for most of the process; from ideation and market research materials, through design development and ultimately brand approval as a LEGO design consultant.

The attraction opened in July 2018.



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Copyright © 2020 images, information, and concepts owned by Gareth Smy, Merlin Entertainments Ltd, the LEGO Group, Scruffy Dog Ltd & associated partners where specified