IKEA: The Co-Worker
IKEA – The Co-Worker was a brand-led Roblox experience developed as part of a UK recruitment initiative, following a post-COVID decline in applications.
Rather than launching a traditional marketing campaign, the ambition was to create a fully playable IKEA store - allowing players to step into authentic in-store roles through interactive mini-games that reflected real co-worker responsibilities.
The project positioned gameplay as the recruitment funnel: translating IKEA’s workplace culture, accessibility, and brand identity into an interactive system designed to feel playful, welcoming, and recognisably IKEA.
I joined the project as Art Lead, responsible for defining and safeguarding the art team and the visual identity from early concept through to final release.
The Challenge
The project required translating a globally recognisable retail brand into a stylised Roblox format while preserving IKEA’s visual identity within the platform’s technical limitations. This meant carefully balancing performance optimisation with brand accuracy, ensuring the environment felt authentic. At the same time, it involved aligning internal stakeholders and an external agency within an agile production framework. The experience needed to feel unmistakably IKEA, while still functioning seamlessly within Roblox’s constraints and audience expectations.
My Role as Art Lead
My responsibility extended beyond asset creation. I acted as the visual gatekeeper and alignment point between brand, design, and development.
Visual Direction & Brand Translation
Defined how IKEA’s visual language could be interpreted within Roblox’s stylised framework
Established environment guidelines and asset standards
Ensured cohesion across all playable spaces and mini-game interactions
Team Leadership & Workflow Support
Supported and guided the art team across production phases
Helped structure workflows for consistency and efficiency
Reviewed and aligned assets to maintain quality and stylistic integrity
Production & Optimization
Created 3D assets and environments
Ensured assets were optimised for Roblox performance requirements
Balanced visual fidelity with technical constraints
Cross-Disciplinary Collaboration
Worked closely with designers, developers, and an external agency
Iterated rapidly within an agile framework
Translated design intentions into scalable visual solutions
Impact & Recognition
The experience successfully positioned Roblox as a legitimate recruitment channel for IKEA UK, engaging a new generation of applicants through interactive brand immersion rather than passive advertising.
The project received multiple international awards, including four major industry recognitions and the first-ever Cannes Lions International Festival of Creativity award for a Roblox experience - highlighting its cultural relevance and creative execution.
