Every LEGO set begins with imagination.” Meet Ben 💭
For many of our fans, the moment begins with a box. Before the bricks are tipped onto the table or the instructions opened, there is the image on the packaging that sparks curiosity and imagination. For Ben, helping create that moment is part of his everyday work.
Ben joined us in 2023 as a Creative Manager in the Visual Studio team. With a background in fine art and graphic design, he has always been fascinated by how ideas become visual stories.
“LEGO bricks have always been part of my life. Now I get to integrate them into my work as I collaborate with other creative people. I’ve always been passionate about the process behind visual communication, whether it’s commercial or personal. Combining the two makes what I do an absolute pleasure.”
His role focuses on product communication, particularly packaging. Every set that reaches fans around the world passes through a creative process involving designers, marketers and digital artists working together to capture the spirit of a product.
“Each project brings together an incredibly colourful palette of stakeholders. From marketers to CGI artists and graphic designers, everyone works at a very high creative level and pace. It means I need to be at the top of my game every day.”
For Ben, that environment has been one of the biggest drivers of growth.
“With every project I grow creatively and personally. You are constantly exposed to new ideas, new approaches and new expectations of what great product communication looks like.”
One project in particular stands out. When the team began working on the LEGO Formula 1 collaboration, the challenge was unlike anything he had worked on before.
“Working on LEGO Formula 1 was unforgettable because of the scale and complexity. We had to unify two iconic brands and express the identity of each Formula 1 team across multiple products and play experiences.”
Capturing that balance between authenticity and creativity required close collaboration across teams.
“It pushed us to new creative heights Everyone brought something different to the table and the collaboration between teams was incredible. Seeing the final result was very rewarding.”
While the work can be complex, Ben never loses sight of the impact it has on fans.
“Every LEGO set is wrapped in the simple but iconic box. That box is the canvas for our creative work. My colleagues and I in Visual Studio take great pride in creating the artwork that sits on it.”
For him, the goal is always the same: spark imagination.
“When someone sees that box on a shelf or online, we want them to immediately start imagining the play experience inside. That’s the moment where our work connects with fans.”
Creativity, learning and fun are all part of the rhythm of daily life in the team.
“Having fun is an essential part of my workday and my life in general. The LEGO Group creates an environment where you can enjoy what you do while still delivering at a very high level.”
That balance is something he believes is rare.
“OLA and the LEGO Group provide the perfect environment for having fun and getting things done. There’s a strong sense of professionalism but also a very human atmosphere.”
It is also a place where creativity thrives through diversity.
“The people here are just as colourful as LEGO bricks themselves. It’s international but still very down-to-earth. That combination is quite special.”
Looking ahead, he sees endless opportunities to keep learning and evolving.
“That’s the exciting part. Every project is different. Every collaboration brings something new. You’re always pushing yourself to create something better.”
And somewhere in the world, a fan will pick up a LEGO set, look at the box, and imagine the world of play and fun they are about to enter.
Just imagine your LEGO® career.