James Paulius

James Paulius headshot.

James Paulius


Context: Blockitecture is a toy that allows users to enhance their understanding of physical laws by using their creative and imaginative processes.

Problem: To create a universal toy primarily fabricated from wood.

Solution: Hexagonal blocks nest together in various formations, allowing them to counterbalance each other and create unique cantilevers found in modern and contemporary architecture.

Brand Strategy: Using simple geometry and clean aesthetics, Blockitecture is a toy that can be used by people of all ages and passed down through the generations.