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PlaymyStrategy is a collective of workshop facilitators and designers, specializing in the LEGO® Serious Play®, an open-source facilitation methodology. They adapt and use the LEGO® Serious Play® method for guided experiments in strategy-making workshops. Developed at The Lego Group, the crux of the method is simple - participants build abstract and spontaneous LEGO® models of their ideas. These ideas are then explained to others by storytelling around the model. The process of reflecting upon something immediately after creating it in a playful environment brings about insights from the participants’ experiences.  As part of the collective, I created a communication strategy and brand identity. Apart from communication, I was also involved in workshop design and documentation strategies.

The workshop used LEGO® Serious Play to translate sales, product and business knowledge emerging across different Solita teams into a shared physical language. Participants transformed professional experiences, observations and tacit insights into LEGO models carrying symbols, metaphors and spatial relationships.

This was an example of intermodal translation: knowledge moved from verbal, experiential and organisational forms into material and visual ones. The process was also transductive, because the knowledge did not simply transfer unchanged between modes. Building, interpreting and discussing the models altered how insights were understood, revealing connections, tensions and meanings that had been difficult to express through conversation alone. The models then became shared objects for comparison, reflection and collective sense-making.

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Across its identity, website, workshops and supporting materials, PlayMyStrategy explored how ludic methods can shape organisational thinking. The project translated play-based strategy into a coherent visual and experiential system, using metaphor, participation and material experimentation to make collaboration, sense-making and collective decision-making more open, tangible and engaging.