IKEA
SWEDEN TODAY
IKEA: Sweden Today
Icon Brands collaborated with IKEA, the world’s largest furniture company, to produce Sweden Today - a beautifully crafted, 132-page magazine designed to inspire, educate, and foster loyalty among IKEA’s global workforce.
This magazine served as a deep dive into the rich history, cultural values, and traditions of Sweden, the birthplace of the IKEA brand.
The purpose of Sweden Today was to connect employees around the world with the ethos and heritage that define IKEA, reinforcing the company’s identity and values. By offering engaging content on Swedish history, design, and the nation’s commitment to sustainability and equality, the magazine became an essential tool in building a shared sense of pride and belonging within the IKEA family.
Icon Brands took a comprehensive approach to bring this project to life, from ideation to delivery. Every detail - from the concept to the final design - was thoughtfully curated to reflect IKEA’s spirit of innovation and simplicity.
Key highlights of the project included:
Concept Development
- Designing a magazine that seamlessly blended education and inspiration, while celebrating Swedish culture.
Editorial Content Creation
- Developing rich, insightful articles that resonated with employees across diverse roles and geographies.
Art Direction
- Crafting a cohesive visual language that reflected the beauty and practicality synonymous with Swedish design.
Photography
- Capturing stunning imagery that brought the stories of Sweden and IKEA’s heritage to life.
Content Production
- Managing the end-to-end production process to ensure the magazine’s tone and message aligned with IKEA’s global vision.
Distributed to employees worldwide, Sweden Today became a meaningful representation of IKEA’s commitment to its roots and its people.
By connecting its workforce with the values and history of Sweden, the magazine strengthened IKEA’s internal culture, fostering a deeper sense of community and shared purpose.