For IKEA’s True Blue collection, the challenge was to introduce a new range inspired by colour, craft, and cultural collaboration in a way that invited discovery rather than simply presenting products. The ambition was to make colour feel personal and exploratory across every customer touchpoint.
As design lead across IKEA’s marketing ecosystem, I shaped the creative system that unified print, eCRM, display, web, social, and out of home communications. The work centred around a single organising idea: helping people find their own shade of blue and imagine how it could live in their home.
Bespoke digital content allowed audiences to explore the collection in depth, moving from inspiration to product detail at their own pace. Interactive web experiences extended the campaign beyond static imagery, while emerging technologies such as Blippar were explored to bridge print and digital, allowing physical materials to unlock additional layers of content through mobile interaction.
The system was designed to feel cohesive rather than repetitive, with each channel playing a distinct role while reinforcing a consistent visual language. From storefront to screen, the work invited people to engage with the collection through curiosity, colour, and creativity.
The result was a campaign that demonstrated how strong design leadership can bring clarity and coherence to complex, multi channel marketing, while keeping the focus firmly on inspiration and everyday living.
