Sisi Huang

IKEA
Use is Branding

Brand identity emerges through how products are used, assembled, and lived with.
Play it. Build it. Live it. celebrates IKEA’s culture of assembly, using the brand’s logo as a starting point to connect with a wide range of products. Grounded in existing brand assets and product characteristics, the project treats assembly as a shared logic linking products, visual language, and everyday behaviour.

Through motion, posters, and interactive installations, the campaign unfolds across online and offline contexts, inviting audiences to engage with the brand through play, construction, and use. Brand and product are activated as a single system through participation.

Campaign
Motion
Installation