Ikea
corporate design
Annual Report
Collateral Pieces
Instagram Post and Story
Illustrator | Procreate | InDesign | Photoshop | Maya | Substance Painter | After Effects
This project is a collection of corporate designs that focus on developing assets and visual communication that aligns with the corporate identity of the chosen brand. The main objective is to develop a cohesive visual concept for the brand's annual report.
Wanting to challenge myself, I decided on IKEA for its globally recognized brand, minimalistic visuals and practical design. This forces me to critically think of meaningful designs while still holding the distinct personality of IKEA.
01
Research
Founded:
1943 by Ingvar Kamprad in Sweden
Global Presence:
473 stores in 63 countries as of 2024
Product Range:
Ready-to-assemble furniture, homeware, kitchen appliances, and food products
Design Philosophy:
Modernist designs with a focus on affordability and sustainability
02
Brief
Project:
Ikea 2024 annual report
Overview:
To transparently communicate IKEA's financial performance, sustainability efforts, and innovations over the past year to stakeholders, investors, customers, and employees.
Deliverable:
Flipbook online format on website
and downloadable PDF
Tone:
Informative, Professional and Creative
03
Sketches
Sketching different cover ideas in vertical or horizontal format.
04
Concept
Navigating Progress
Based on IKEA’s in-store way-finding system, the annual report guides stakeholders through a structured narrative that mirrors
the customer journey within IKEA stores. Each section of the
report is mapped out like paths in the store, using directional cues to lead readers through IKEA's accomplishments in sustainability, innovation, community impact, and financial performance. It makes the report engaging but also reinforces the clarity and direction of IKEA's strategic goals.
05
annual report
Flipbook Online Format
Design sections
Front and back cover
Content
CEO letter
Infographic
Vision and values
Sustainability
06
Collateral Pieces
Concept
For IKEA in-store employees
Functional and minimalist
Collateral Piece 1
Staff ID Badge with Lanyard and Multi-tool
Lanyard parts are replaceable if worn out after being used over time. The ID badge has an area for staff to write their own name and ID number. This design will save costs on ID badge production. The back of the ID badge is the QR code for IKEA website of that store region. Attached to the lanyard is a multi-tool keychain that has a bottle opener, wrench, crosshead screwdriver, flathead screwdriver, and box opener.
Collateral Piece 2
Staff Tool Belt
Made from parts of IKEA Frakta bag collection, the idea is to reuse the material and make it functional. The tool belt uses a side-release buckle system for convenience and is adjustable on both sides. The location of the Frakta pouches are adjustable to where the staff wants.
07
Post and Story
Concept
Audience:
Young adults and older who are looking for furniture to decorate or redecorate their current accommodations.
Message:
The possibilities are endless with IKEA furniture.
Specs:
1080x1080 px PNG
1080x1920 px MP4
The idea is to take the message and combine it with the wayfinding theme from the annual report. The post and story use a minimal and neutral color palette to complement the current style of IKEA's main Instagram account. The minimalistic line work suggests and forms the shape of IKEA furniture.
08
REFLECTION
This project allowed me to deep dive into understanding a brand and cohesive visual systems. It's a great opportunity to put myself into the role of working with a client or being part of an in-house design team for the brand.
In this project, my collateral pieces, including the multi-tool and staff tool belt, are the biggest challenge I face. Mockups for these items don't exist so I base the multi-tool on a real product from a tool brand and 3D model my staff tool belt in order to showcase my ideas.