In the Guardian's yearly summary of 2020, the data shows that the number of fathers caring for children has increased by 58% in Britain, which is great progress in gender equality. I think it is an interesting topic that fathers begin to undertake far more childcare than before.
When I did the brand research of IKEA, I found that IKEA is more willing to regard itself as a provider of a better life than just a provider of furniture. At this point, I realized that the topic of “fatherhood” and IKEA would make an interesting combination. Because most fathers and their children will spend most of the time together in their room, and the environment of the room will have a subtle influence on these intimate relationship.
Besides, I realized that the definition of fatherhood is constantly changing. In this age, it has become diversified and rich. Therefore, if the father and children can personalize the environment of their room with IKEA products, it will definitely be a more meaningful thing.
Through research, I found that IKEA holds an IKEA Art Event every year since 2015. I hope to take the art event as an opportunity to introduce an interior design competition for IKEA customers. Participants must be a father and son or a father and daughter, who will buy IKEA products to decorate their rooms under a certain budget. Then take part in this competition by submitting their room photos.
On the individual level, this kind of competition can promote the father and children to form a more meaningful intimate relationship, and on the social level, it also makes a positive response to the issues of gender equality and the elimination of father stereotypes.
I designed the visual system and application for this competition. The main body of the graphic is 10 spheres with different structures to symbolize the diversified father-son relationship. In the overall visual style, I also followed the feathers of IKEA design style, which are modern, concise and timeless.