The document outlines a design brief for LEGO's innovative system, emphasizing the company's philosophy of 'play well' and its focus on creativity and structured design. It discusses various aspects such as strategy, innovation, social contexts, environmental considerations, and viability related to LEGO products. The brief highlights the importance of understanding user needs and market expectations while also addressing budget, schedules, and the intended functions of the products.

1. LEGO – Design Brief

2. An example of an inspirational
Design Brief for developing an
innovative system.
2

3. 1.Strategy
Philosophy
3

4. Philosophy
○ Lego – “Play well”
○ Creative
○ Reason systematically
○ Express
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5. 1.Strategy
Structure
5
A
B
C

6. Structure
6
Ownership
KIRKBi Lego Foundation

7. 1.Strategy
Innovation
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8. Innovation
2004
○ Listened to customers – good vs bad
○ Utilized new technology – devop
processes
○ Focus strategy – clothing, theme parks,
video games -> Brick business
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9. Characters
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10. 2.Context
Social/Humans
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11. Social/Humans
○ 3-5 : Random
○ 5-10 : Reasoning
○ 10 – 15 : Stories and characters
○ 15 + : Aesthetics & Engineering
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12. 2.Context
Environment
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13. Environment
○ Sold in boxes
○ Size of boxes
○ Parts compatible
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14. 2.Context
Viability
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15. Viability
○ Profit margins
○ Material choice
○ Disposal / Recycling
○ Safety standards
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16. 3.Performance
Process
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17. Process
○ Budget
○ Schedule
○ Deliverables
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18. 3.Performance
Function
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19. Function
Replace bricks
Convince the customers – gift , toys
Life time – Playing life of child
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20. 3.Performance
Expression
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21. Expression
Imagination
Creativity
Fun
Learning
Specific language expression : Geometric,
static and its primary colors
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22. Summarizing
Philosophy
History of company, its values,
beliefs , vision. How the brand
is communicated?
Structure
In which business category does
the firm operate? Who are the
stake holders?
Innovation
Innovation area
Breakthrough or incremental
Level of ambition
Social/ Human
Who the users are , needs , beliefs
Identity etc.
Environment
What the requirements to meet
the environmental concerns are.
Viability
What are the expectations
regarding the market and returns
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23. Summarizing
Process
Budget
Schedule
End product
Function
What it should do
Expression
Brands attribute
Design language
Design principles
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