Low price impression

IKEA is proud to be one of the most affordable furniture and home accessories retailers on the market. To help carry that impression throughout the customer shopping journey the callouts of “New lower price” and “Our lowest price” are used paired with products throughout the store. Where products cannot be displayed I’ve created graphics that we use on billboards, sandwich boards, and elevator signs to continually show off the low-price impression of our products.

Swedish identity

Sharing IKEA’s Swedish heritage is one way we engage customers and differenciate ourselves in the market. The store largely relies on graphics to communicate these Swedish elements so throughout the year we implement seasonal graphics that explain Swedish traditions and holidays. Below are examples I created to speak to customers about our biggest events of the year, Midsommar and Julbord. I like to use product photos as well as lifestyle images to create a full picture of these events in Sweden while still promoting our products. I also include a small description of the events so these graphics can be used to educate our customers and help them create brand affinity.

IKEA Food

To drive visitation to our Swedish Restaurant and Swedish Bistro I have created graphics that have been used on walls, windows, sandwich boards, and fabric banners throughout the store. We focus on using bright and enticing graphics as well as low-price impressions to steer customers toward the add-on purchase of food. We use graphics like these in our entrance, throughout the showroom and market hall, in the self-serve warehouse towards the end of the customer journey, and in the cash lanes that are located by the Swedish Bistro to continually expose customers to images and communication about our food options.

Inspiration

IKEA is famous for its detail when it comes to storytelling within its shopping experience. Part of my job is to create graphics for the interior designers and visual merchandisers to complete the picture of a story within and room and add that final layer of thought and detail to a space to make it truly feel lived in. I have created wallpaper, posters, fake records, gaming monitors, party invitations, summer camp pamphlets, and more to help drive that story and truly envelop the customers so they feel what they are seeing is relatable and real - to help inspire them but also to help them see themselves in the solutions.

Time restricted offers

To celebrate IKEA’s 80th anniversary, there was an 80th anniversary sale. IKEA global provided the abstract 80 as well as several other carriers but in order to better communicate the offers and allow for more application of graphics in the store, I created several in-house solutions that could be used as banners, end cap graphics, elevator graphics, etc.

IKEA Family offers

In order to drive sales and visitation IKEA has monthly offers for their Family members. I create graphics for these offers to be displayed throughout the store and on our store’s homepage. I use the IKEA Family color palette to create and strengthen the brand identity, include colorful and enticing photos along with enlarging the percentage off to heighten interest, and include a QR code so customers who are not already Family members have an easy way to sign up.

Sustainability

A core principle of the IKEA retail experience is providing customers with affordable sustainable products and solutions to live a more sustainable life. Below are graphics I’ve created to share those products and solutions around the store as well as graphics used outside of our sustainability home. I’ve used our brand’s “sustainability green” paired with pine backgrounds to create a visual identity that speaks to earthy and humble materials and colors. I’ve also opted to use black-and-white images or images with muted tones to communicate seriousness and honesty. These graphics are displayed in large scale around the store as wall graphics or used as dominance above product.