Background: 

To stay top of mind in the ever-growing home furnishings market, IKEA wanted to transform its in-home mailer into more than just a flyer. It wanted it to be a source of inspiration and practical ideas for everyday living. 

Scope & Impact: 

We designed the mailer to feel more modern, editorial, and easy to navigate, combining the accessibility IKEA is known for with a fresh dose of creativity and charm. 

Grounded in four strategic content pillars—Inspire, Inform, Instruct, and Ignite—each issue offered curated imagery, smart design tips, product highlights, and little sparks of joy in IKEA’s signature friendly tone. Whether helping someone rearrange a tiny entryway or plan a full kitchen refresh, the flyer was a trusted companion in making good design feel possible and affordable for everyone.

The numbers showed just how much our work resonated: The mailer reached homes across the country and delivered over one hundred million impressions each year. 76% of recipients read the flyer, and 31% visited a store afterward (a 9-point increase from previous campaigns). A small piece of paper became a BIG moment of connection.

CLIENT: IKEA Canada
AGENCY: Pigeon Brands