Year — 2022

Shaping IKEA’s findings into a magazine

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In 2021, home furnishing retailer IKEA launched its eighth annual Life at Home Report, exploring how thousands of people worldwide feel about their homes. With the help of the brand purpose agency Given, based in London, England, IKEA assembled a team of qualitative and quantitative research partners to ask over 34,000 people globally to share experiences on mental wellbeing about their home spaces. These insights shaped the report’s content and creative communications platform: Balance Starts at Home. And for the first time in the Life at Home Report’s history, a bespoke editorial-led magazine was delivered alongside a traditional report format.

  • Client
    Ikea / Given Agency
  • We delivered
    Editing / Content / Art direction / Editorial design / Photography direction
  • Editor
    Editor in chief - Katie Mccroy / Sub editor - Kerry Kubilius / Commissioning editor - Giedre Stabingyte
  • Director
    Creative director - Becks Williams / Art director - Augustinas Paukste
  • Design
    Chris Seaborn / Dan Ulf-Hansen / Max Crame / Ignas Vezelis / Indre Surdokaite / Tadas Karpavicius / Adam Glover
  • Project management
    Annabekke Whipp / Becki Rassel / Ben Hayman / Emilija Lementauskaite
  • Magazine photos
    Martyna Jovaisaite
  • Printing
    Kopa printing house
02 /


Life at home is personal. Thus, we had aimed for this first magazine edition to be the same. To achieve balance in a year full of ‘no’, the way we use our spaces has shifted. So we have been seeking to share many stories of this motion: essays, interviews, manifestos, photographs, drawings and artefacts by contributors from all walks of life. From pictures of tranquil everyday life in Ikaria island in Greece, to a story of culinary innovator Dr. Aris LaTham who at his age of 75 has moved far seeking new place to thrive. And many more.

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Led by the concept „Balance is not still”, we wanted to create a dynamic and inspiring design, yet not overwhelming that let us take a few longer breaks in this period of time. We took the already known iconic IKEA Noto font and integrated it into dynamic, somewhat unexpected compositions of shapes and colours that give the magazine a bit of strangeness and delight fun. In the art direction of photography, we wanted to highlight everyday life, pulling out simple emotions from the magazine’s heroes.

You can read magazine at: LIFE AT HOME MAGAZINE

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“WOW – what can I say?? I am so thrilled with this beautiful and meaningful magazine, and in awe of the hard work and playful creativity that brought these stories together.”

Katie McCroy / Life at Home Communications Leader, IKEA Retail (Ingka Group)