case study

Made for Now
(and Next)

One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.
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Concept, Design & Copy: Rubiat Fusigboye

Client: IKEA spec

Timeline: Feb 2026 (2 weeks) - Bridgerton S1–S3

Problem

Context

People's lives aren't linear. Home has to absorb constant change, new routines, new people, new pressures, often without budget or energy for a full reset. When life shifts, people don't replace everything. They reconfigure what they have and find real satisfaction in making things work cleverly and personally.
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Idea

Made for Now (and Next) keeps IKEA's iconic Swedish names but adds a twist, pairing each product with the many ways people actually use them.

Stop searching for the perfect niche item. A combination of IKEA pieces rearranged, re-zoned, or reinterpreted sparks curiosity to check IKEA first and imagine what's possible.
Your home, as unique as you are.

Campaign System

Every key visual follows one master template, a swappable life chapter, a playful rename tag, and a clean product block. Each ad shows how different combinations and single items become something new. The format proves this isn't a one-off ad but a real platform. The message is simple: this is you plus IKEA, what will you make of it?

One offs

PR Box

A curated IKEA box sent to creators known for their unique style and niche hobbies, people like @lone.fox, @sdailyog, or @clevelandsroom. Each box comes with a clear prompt: "Called / Became" Creator-style videos (6–10s) show how they reimagine IKEA pieces for their world, sparking a trend followers actually want to try.

Executions

Website

IKEA's highest-traffic digital touchpoint outside of stores. The homepage is restyled to lead with curated combos, pushing product bundles people didn't know they needed. Search behaviour is flipped: instead of hunting for one item, visitors explore chapters and discover how pieces work together.

Campign is displayed amongst other relevant IKEA initiatives centred around reducing waste

Check Out Full Website Here

In Store Endcaps

For shoppers already walking the aisles, endcap displays introduce the chapter concept at point of decision. Each endcap stages a full combo in context, showing what the products become together rather than what they are individually. It bridges the campaign into the physical shopping experience.

Out of Home

Key visuals roll out across transit shelters, subway platforms, and billboards, each featuring .

A Swedish product name paired with what it actually becames, using contrating imagry that still exists in the ikea worls, stops people mid-commute, the contrast between how IKEA names it versus how you use it creates a double-take moment that static ads rarely get.

Made for Now
(and Next)

One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Art Director: Rubiat Fusigboye
Client: Ikea Spec
Timeline: Feb 2025

Problem
One IKEA piece. Your Unique way to use it.The same IKEA pieces you know, shown in all the ways you haven't imagined yet. Whatever life throws at you, they already fit, you just have to see it.

Context
People's lives aren't linear. Home has to absorb constant change, new routines, new people, new pressures, often without budget or energy for a full reset. When life shifts, people don't replace everything. They reconfigure what they have and find real satisfaction in making things work cleverly and personally.

Idea
Made for Now (and Next) keeps IKEA's iconic Swedish names but adds a twist, pairing each product with the many ways people actually use them. Stop searching for the perfect niche item. A combination of IKEA pieces rearranged, re-zoned, or reinterpreted sparks curiosity to check IKEA first and imagine what's possible. Your home, as unique as you are.

My Use of AI

Photos for this concept were a combination of real-life photos I took at IKEA Toronto, images sourced from IKEA's website, and AI-enhanced visuals. I used Adobe Firefly, Midjourney, and Google Gemini to refine and adapt these images to better align with my concept.