Background
I believe an understanding of business is important to doing my job more effectively as a creative, and I've always had an affinity toward brands where creativity and design are at the forefront of their business concept and strategy. As a business school consultant, I had the opportunity to work directly with the creative director of IKEA to bring together creative problem solving and strategic thinking. Goal - bring fresh perspective and ideation into IKEA's communication strategy at a time when social media and Web 2.0 were relatively uncharted.
The Project
The IKEA Communication buzz strategy recognized the media shift toward “democratic communication” and was outlining and exploring new ways to enrich the user experience and expand the customer base. Because this new media landscape, by nature, was complex and evolving rapidly, and the users were moving beyond the early-adapters, it was critical to be as prepared as possible for what was to come. To address this need, my project took shape in the form of a futures study. Based on macro and micro trends analysis, research, and understanding of business goals; multi-level scenarios were developed and presented for IKEA to utilize in their strategic communications planning and design.
Further detail and outcomes are confidential.
