Design & Art Direction


Intro image-min.jpg

IKEA Global Design System

Redefining and redesigning digital environment of one of the world’s most iconic brands and creating brand first Design System.

Role – Design Director
Agency – Possible London
Client – IKEA
Year – 2017-2018


For a brand that operates in a global scale, keeping a visual consistency across all platforms and markets it’s an extremely hard task without defining certain rules.

In 2017 IKEA realised that without those rules aggregated in a Design System it’s impossible to create a cohesive brand appearance across eCommerce website, HR platform, in-store kiosks, mobile apps etc.

To better understand the problem we carried out multiple workshops with leaders of certain disciplines within IKEA, which allowed us to define needs and set up an initial plan.

Working collaboratively with a client we set up the overall brand digital Creative Direction and foundation defining: Brand colours, Typography rules, Grid, Spacing and measurements, Iconography and Motion.

In following stages of the project we’ve been working through fundamental components and modules used across defined platforms.

To make an access to all documentation easy to obtain we’ve created an online platform, where IKEA employees can read specifications, download assets and play, test and customise each of the components.

Due to confidentiality of the project I’m not allowed to present publicly platform design work yet.


Executive Creative Director – Pablo Marques
Creative Director – Ben Bashford
Head of Design – Dennis Christensen
Head of UX – Scott Shaw
Senior UX – Pontus Persson
Lead UID – Vladimir Exil
Designer – Charlie Harding
Account Director – Lauren Kluckow
Project Director – Suzanna Haworth