Graphic Lead / Design Specialist
Johanna W.Jensen
Making you look good in person and pixel.
Graphic Lead at the LEGO Group with over a decade in graphic design. I build visual systems, design guidelines and ways of working that hold up across teams and external partners — from DUPLO through Disney to Dungeons & Dragons.
Award-recognised products
Toy of the Year Award
Dungeons & Dragons: Red Dragon’s Tale (21348)
Best Toy Awards
DUPLO Buildable People with Big Emotions (10423)
Infant/Toddler Toy of the Year
DUPLO 3in1 Tree House (10993)
Selected cases
Work37
8 projects
Highlights
A few favourites across toys, packaging, campaigns and picture books.
6 projects
LEGO & licensed
Graphics for bricks and minifigures across DUPLO, Disney, LEGO Ideas and Dungeons & Dragons.
6 projects
Packaging
From large-scale Danish retail to global toy production: box art, 3D graphics and layout.
6 projects
Graphic design
Branding, campaigns and print for clients in publishing, retail and advertising.
5 projects
Digital & concept
Web design, wireframes, gamification and concept development rooted in a PBA in Digital Concept Development.
6 projects
Illustration & books
32 children’s books illustrated and edited, exhibitions, comics and picture books.
8 projects
Passion projects
Textile patterns, laser cutting, animation loops and illustration series made just for the joy of it.
More on Behance or download the portfolio PDF (9 MB).
What colleagues say
Kind words
“Johanna is an exceptionally passionate and organized graphic designer. Having had the chance to serve as Design Coach for her team, I’ve been able to see this first-hand with the robust and detailed work she had led on the team.”
About
Design is a way of life
I build visual systems that hold up across teams, lead with curiosity, and never stop drawing.
I started out at a fine and applied arts school in Hungary, moved to Denmark to study graphic design and digital concept development, and have worked across print, packaging, web, 3D and illustration ever since.
Today I lead graphic development at the LEGO Group. I enjoy building collaborative environments, mentoring colleagues and creating processes that let teams do their best work — while keeping the end user at the centre of every design decision.
Alongside the day job I run my own studio, Pixelguiden, since 2010, and keep my hands busy with illustration, textile patterns, laser cutting and animation.
Talks, reviews & exhibitions
Gigs
Game Scope Festival
Keynote speaker on the art and joy of game development.
Food Photo Festival
Keynote speaker on food photography for packaging, and portfolio reviewer.
Adobe Behance Portfolio Reviews
Organiser of Behance Portfolio Reviews in Aalborg and Aarhus.
Aalborg Surreal
Exhibition of some of my big-scale original art pieces.
Christmas markets
Selling graphic prints and accessories around Christmas time.
Career
Experience
The LEGO Group Billund, Denmark
Graphic LeadApr 2026 – Present
Leading graphic development in a new franchise from concept to execution. Establishing design direction and ways of working, collaborating across multidisciplinary teams, mentoring colleagues and building processes that let teams do their best work, with the end user at the centre of every design decision.
Graphic SpecialistDec 2024 – Apr 2026
Combining strategic thinking with hands-on design. Driving initiatives in consumer insights, translating research into actionable design guidance, and facilitating knowledge sharing to strengthen design capabilities across teams.
Graphic ArtistMar 2022 – Dec 2024
Creating graphics for bricks and minifigures, from DUPLO to Dungeons & Dragons.
Graphic DesignerMay 2021 – Feb 2022
Visual and creative execution of LEGO product communication: packaging and marketing pages for building instructions, plus visual assets used across digital platforms.
ZUPA Aarhus, Denmark
Senior Graphic Designer / ADJan 2021 – May 2021
Led design development and presented and defended creative solutions to clients. Contributed to visual strategy, trend research and user-focused communication.
Multimedia Graphic DesignerAug 2018 – Jan 2021
Creative roll-out and production of materials, primarily for Grundfos. Advised on target groups, channels and creative direction while producing final artwork for print, digital and video.
Minuskel A/S Aarhus, Denmark
Digital AD / Graphic DesignerFeb 2017 – Jul 2018
Web design, wireframes, concept development, branding, packaging, digital marketing, video and 3D.
Graphic Designer / AD AssistantMar 2016 – Sep 2016
Concept development and visual execution for Arla, jem&fix, Nykredit, Dansk Supermarked, Brdr. Koch and Laksen Sporting.
Pixelguiden (own studio) Freelance
Graphic Designer2010 – Present
Selected clients: Sport1 TV, Mini Max TV, Swimcenter Miskolc, Budapest Jazz Club, Teater Animisme, Vandvagt, Navicon A/S, Dansk Bilbrancheråd (Thy Mors), Die Kartenmacherei.
Education
- Professional Bachelor (PBA), Digital Concept DevelopmentUniversity College Nordjylland · 2014 – 2016
- AP Degree, Graphic Design & TechnologyUniversity College Nordjylland · 2012 – 2014
- Vocational Degree, Graphic DesignFine & Applied Arts School, Hungary · 2007 – 2012
Early career & student roles
- Visit AalborgE-Concept Developer · 2015 – 2016
- Aalborg ZooGraphic Designer · 2014
- VandvagtGraphic Designer · 2014
- KUNSTENMarketing Researcher · 2014
- Masni MesiGraphic Designer · 2012 – 2013
- SeminaGraphic Designer (DTP) · 2011 – 2012
Let’s make something
good-looking
Open to new roles, collaborations and the occasional bunny illustration.