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Lego Star Wars 20th Anniversary Landing Page


Lego and Star Wars wanted to celebrate the 20th anniversary of their 1999 collaborative Lego set through minifigure sets and live events at Walmart stores nationwide. My role was to develop a high-fidelity mock for feedback and iteration, then oversee the development phase to ensure branding and design were accurate. I prioritized recognizable character silhouettes and high-contrast product photography because paid placements needed to communicate the collection within seconds of scrolling. I intentionally simplified the typography hierarchy to improve legibility across mobile placements.




Contribution:

UX/UI Design
Branding


Team:
Kim Hiebert, Art Director
Ibrahim Syed, Web Developer
Esther Volition, Copywriter
Leslie Paquiot, Project ManagerGoals:

  •  Customer awareness
  •  Customer engagement
  •  Online and in-store sales




Hero Banner - Ensuring a clean layout within safe zone areas across multiple screen points
Call to action for in-store retail touchpoint to increase foot traffic




Designing for this campaign meant creating a flexible visual system that could scale across paid media, email, and e-commerce while maintaining a cohesive brand experience. Each asset had to satisfy the creative requirements of LEGO, Lucasfilm, and Walmart's e-commerce team, requiring multiple rounds of stakeholder review and approval. Internally, I worked closely with marketing and production partners to ensure assets met accessibility standards, platform specifications, and promotional requirements before delivery.





Timeline:






Alternative sizing of high-fidelity mockup

Key Takeaways


This campaign reinforced the importance of designing systems rather than individual assets. By establishing reusable visual patterns early, I was able to maintain consistency across email, paid media, social, and ecommerce while collaborating efficiently with marketing partners under tight timelines.