Ikea: The Co-Worker
Ikea: The Co-Worker
IKEA's most successful recruitment campaign
Industry :
Game Development
Client :
IKEA UK
Release Date
May 2024
IKEA: The Co-Worker was a Roblox recruitment experience developed for IKEA UK, designed to reimagine recruitment through interactive gameplay rather than traditional advertising.
Players stepped into playable in-store roles inspired by real IKEA co-worker responsibilities, translating IKEA’s workplace culture and brand identity into a social, accessible, and highly recognisable Roblox experience.
I joined the project as Art Lead, helping define and maintain the visual direction from early concept development through final release, whilst also working hands on with all aspects of the art needs for the project.
The Challenge
The project required IKEA’s real-world identity to feel authentic within Roblox’s stylised framework while remaining scalable across gameplay systems, environments, and production timelines.
Key focuses included:
Translating IKEA’s visual language into Roblox
Establishing scalable environment and asset standards
Maintaining consistency across multiple gameplay spaces
Balancing visual quality with optimisation requirements
Supporting rapid iteration within an agile production pipeline
Because the experience blended gameplay, branding, and recruitment, visual cohesion and readability were critical throughout development.
My Role as Art Lead
Visual Direction
Helped define the project’s visual identity and art direction
Established environment guidelines and asset standards
Maintained cohesion across gameplay spaces and interactions
Production & Optimisation
Created production-ready 3D assets and environments
Supported optimisation and implementation workflows
Balanced visual fidelity with Roblox performance constraints
Team Leadership
Supported art team workflows across production phases
Reviewed assets to maintain quality and stylistic consistency
Collaborated closely with design, code and production teams
Impact & Recognition
The experience positioned Roblox as a large-scale recruitment platform for IKEA UK, using interactive gameplay to engage a new generation of applicants.
The project received multiple international awards, including recognition at Cannes Lions International Festival of Creativity for its innovation and cultural impact within branded gaming experiences.
Ikea: The Co-Worker
Ikea: The Co-Worker
IKEA's most successful recruitment campaign
Industry :
Game Development
Client :
IKEA UK
Release Date
May 2024
IKEA: The Co-Worker was a Roblox recruitment experience developed for IKEA UK, designed to reimagine recruitment through interactive gameplay rather than traditional advertising.
Players stepped into playable in-store roles inspired by real IKEA co-worker responsibilities, translating IKEA’s workplace culture and brand identity into a social, accessible, and highly recognisable Roblox experience.
I joined the project as Art Lead, helping define and maintain the visual direction from early concept development through final release, whilst also working hands on with all aspects of the art needs for the project.
The Challenge
The project required IKEA’s real-world identity to feel authentic within Roblox’s stylised framework while remaining scalable across gameplay systems, environments, and production timelines.
Key focuses included:
Translating IKEA’s visual language into Roblox
Establishing scalable environment and asset standards
Maintaining consistency across multiple gameplay spaces
Balancing visual quality with optimisation requirements
Supporting rapid iteration within an agile production pipeline
Because the experience blended gameplay, branding, and recruitment, visual cohesion and readability were critical throughout development.
My Role as Art Lead
Visual Direction
Helped define the project’s visual identity and art direction
Established environment guidelines and asset standards
Maintained cohesion across gameplay spaces and interactions
Production & Optimisation
Created production-ready 3D assets and environments
Supported optimisation and implementation workflows
Balanced visual fidelity with Roblox performance constraints
Team Leadership
Supported art team workflows across production phases
Reviewed assets to maintain quality and stylistic consistency
Collaborated closely with design, code and production teams
Impact & Recognition
The experience positioned Roblox as a large-scale recruitment platform for IKEA UK, using interactive gameplay to engage a new generation of applicants.
The project received multiple international awards, including recognition at Cannes Lions International Festival of Creativity for its innovation and cultural impact within branded gaming experiences.
Ikea: The Co-Worker
Ikea: The Co-Worker
IKEA's most successful recruitment campaign
Industry :
Game Development
Client :
IKEA UK
Release Date
May 2024
IKEA: The Co-Worker was a Roblox recruitment experience developed for IKEA UK, designed to reimagine recruitment through interactive gameplay rather than traditional advertising.
Players stepped into playable in-store roles inspired by real IKEA co-worker responsibilities, translating IKEA’s workplace culture and brand identity into a social, accessible, and highly recognisable Roblox experience.
I joined the project as Art Lead, helping define and maintain the visual direction from early concept development through final release, whilst also working hands on with all aspects of the art needs for the project.
The Challenge
The project required IKEA’s real-world identity to feel authentic within Roblox’s stylised framework while remaining scalable across gameplay systems, environments, and production timelines.
Key focuses included:
Translating IKEA’s visual language into Roblox
Establishing scalable environment and asset standards
Maintaining consistency across multiple gameplay spaces
Balancing visual quality with optimisation requirements
Supporting rapid iteration within an agile production pipeline
Because the experience blended gameplay, branding, and recruitment, visual cohesion and readability were critical throughout development.
My Role as Art Lead
Visual Direction
Helped define the project’s visual identity and art direction
Established environment guidelines and asset standards
Maintained cohesion across gameplay spaces and interactions
Production & Optimisation
Created production-ready 3D assets and environments
Supported optimisation and implementation workflows
Balanced visual fidelity with Roblox performance constraints
Team Leadership
Supported art team workflows across production phases
Reviewed assets to maintain quality and stylistic consistency
Collaborated closely with design, code and production teams
Impact & Recognition
The experience positioned Roblox as a large-scale recruitment platform for IKEA UK, using interactive gameplay to engage a new generation of applicants.
The project received multiple international awards, including recognition at Cannes Lions International Festival of Creativity for its innovation and cultural impact within branded gaming experiences.