IKEA – Pride Campaign 2021

Client – IKEA
Agency – Given Agency
Year – 2021
Location – London, UK

Visual Identity

The project – To mark the 2021 IDAHOT (International Day Against Homophobia, Transphobia and Biphobia) and Pride, IKEA wanted to show how everyone – from its employees to its customers – could play an important part in making more LGBT+ people feel at home. Using the LGBTQI+ flag as a starting point, we developed a modular and diverse design system to interact with photography as well as IKEA Pride products. The idea behind the #ProgressIsMade hashtag, and the visual building block approach, is based on the concept that progress takes guts, determination and hands-on action. The campaign was developed alongside individuals from the LGBT+ community, leaders from LGBT+ charities and with representatives from various IKEA markets.

My role – I was the lead designer on the project, for the concept as well as rolling out the campaign.