We (Skin)care

Year

Type

Tools

2020-2022

Branding and Website Design

Adobe Illustrator, Wix

IKEA Café was a concept developed during my advertising marketing course at University College Maastricht. The group assignment consisted of conceptualizing a brand extension for an existing brand and presenting an integrated marketing plan. IKEA Café, a co-working space and café was envisioned featuring rooms styled like IKEA's iconic showrooms. I contributed to designing the PowerPoint slides and creating a 3D mock-up.

Three story IKEA Café mock up against a bright yellow background.

Branding

While developing a brand extension for IKEA, it was essential to stay true to the brand's core identity. Inspired by IKEA's signature showroom experience, IKEA café was designed to reflect that brand's immersive spaces found in the stores. The menu and cup sleeve designs (shown in the video) draw from the brand's deep-rooted connection to Swedish culture and design.

Beyond conceptualizing, the presentation played a crucial role in bringing this vision to life. I spearheaded the creation of 3D mockups and designed visually engaging presentation slides. By incorporating 3D morphing transitions and architectural designs, I aimed to make the project as realistic and eye-catching as possible, as if pitching to real stakeholders.

Website Design

IKEA Cafe Influencer Marketing Campaign 1.jpg

IKEA Cafe Influencer Marketing Campaign 2.jpg

Dark green grainy background of heart latte art.

Onboarding Guidebook

Cover of "Editor-In-Chief Guidebook" for We (Skin)care onboarding

I developed two influencer marketing strategies to boost awareness and engagement on IKEA Café.

The first campaign would target macro food content creators, inviting them to review the café’s menu through branded content. Their review would showcase the menu items and dining experience.

The second campaign would target macro study and lifestyle creators, who would create authentic style study vlogs set in the café’s uniquely designed rooms. This content would showcase IKEA Café's distinct decorated spaces.

To generate buzz ahead of the launch, creators would be invited to an exclusive pre-launch party to have early access to film and enjoy the café.

KAYLEE SUN