LEGO - Reveals and Promotions
Open Rate Increase
Email Campaigns
0+
CRM Journeys
0
Custom Landing Pages
0+
Store Banners
0+
Project Overview
As the Digital Designer for DK Publishing, I was responsible for designing and developing all digital marketing assets across LEGO and key franchise campaigns.
This included HTML emails, landing pages, display banners, and responsive minisites for book releases and promotions. Notable projects included the LEGO Nexo Knights launch — which featured a custom landing page for exclusive minifigure giveaways — and a major Star Wars: The Force Awakens tie-in campaign, delivered under strict embargo in collaboration with Disney's brand marketing teams.
To scale our output, I implemented CRM automation via Adestra, setting up fully automated email journeys based on user interaction, clicks and interest areas. This allowed us to send targeted follow-ups, re-engagement flows and personalised promotions — ultimately driving a 30% increase in open rates.
All emails were built responsively, tested using Litmus, and integrated into existing brand platforms like DK.com and EpiServer. Display ads were built using Google Web Designer and HTML5 animation, while I also storyboarded and produced motion content for in-store displays across LEGOLAND Windsor.
This included a rolling 30s promotional video and a 10s spot advert for use on queue screens and gift shop signage — both concepted, designed and delivered in under 6 hours.
My Role & Contributions
- Digital Designer
Owned the design and production of all marketing materials across LEGO and DK Publishing campaigns, including email, landing pages, display ads and digital content.
- Email Automation Specialist
Implemented CRM workflows in Adestra to trigger personalised email journeys based on user interests and clicks. Increased open rates by 30% through smart targeting and re-engagement logic.
- Embargo Content Coordinator
Handled sensitive materials under NDA for major releases like Star Wars: The Force Awakens. Worked closely with Disney's marketing team to ensure all content met legal and brand requirements.
- Motion & Display Designer
Storyboarding, designing and producing animated HTML5 ads and in-store motion graphics for LEGOLAND Windsor screens, including quick-turnaround video creative.
- Platform Integrator
Built responsive HTML content integrated into DK.com, ensuring brand consistency and performance across devices and breakpoints.
