Connecting with
the everyday people
Building the IKEA brand, and bringing a global audience into the IKEA family. Inspiring and making big ideas relevant to everyday life
Challenge
IKEA Family is an integral part of IKEA’s membership programme. Showcasing real people in their own homes living with IKEA products. We were tasked to create authentic content with a consistent brand tone of voice. This was spread across digital, print and social.
Role: Art Director/Designer
Bringing the
idea to life
Generate ideas based on seasonal trendsand insights. Find real people and real homes to photograph. Plan and prepare shot by shot
Process
Each season at IKEA brings new products and themes - alongside new product launches, environmental features and news stories, I reached out to homeowners around the world to push certain trends.
I promoted the IKEA brand through capturing the homeowners’ everyday lives and home environments, whilst ensuring strategically placed additional products appeared uncontrived.
Each shoot was meticulously scamped out, working in-line with our digital or print templates and dimensions. With up to 20 images a day required, I had to carefully plan and execute shoots quickly.
Always-on content
for real people
Inspirational, informative, practical, seasonal, commercially relevant. Engaging customers and building a sense of community
Outcome
I managed the design team to create 15 digital stories for IKEA.com each month – with up to 4 million unique visits each month. I collaborated with a team of writers, artworkers, picture editors and sub-editors to ensure deliverables were met to the highest standard before being translated into 19 languages for 22 countries.
