During the development stage of the IKEA catalogues of 2016 and 2017, ICON Brands was engaged to evaluate, analyse, and develop the content of the world’s largest printed catalogue in a number of workshops. How can the IKEA catalogue be made more relevant to its target group in a contemporary world that is constantly evolving and changing? The result is a 2017 IKEA catalogue that takes great strides towards storytelling and is based on a series of articles. The IKEA catalogue is printed in 211 million copies in 34 languages and distributed in 48 countries.