Inter Ikea Systems/Ikea

When Inter IKEA Systems launched a global information campaign for IKEA’s 140,000 employees, the company wanted to declare its basic values and its heritage by depicting Sweden and IKEA in a contemporary and historical social context. Why is IKEA the company that it is? What drives and motivates the world’s largest furniture manufacturer?

ICON Brands was hired to create a publication that would respond to these questions by portraying Sweden from different angles with the aid of IKEA’s basic values. The result was Sweden Today, a 132-page publication, which was distributed to IKEA employees all over the world. Sweden Today won the Swedish Publishing Award, was awarded Gold and Silver in the Swedish Content Awards, and was named Campaign of the Month in the trade magazine Resumé.