As one of Canada’s leading home furnishing brands, IKEA’s goal every year is to maintain its relevance as an unequalled source of inspiration for home furnishings and design. One way IKEA does this is the annual release of their Catalogue every fall. It is an incredibly important time for the brand. The Catalogue serves as an inspiration guide for Canadians and is a key driver for sales and change in consumers’ home.

To support the 2015 Catalogue launch, IKEA handed out a special measuring tapes which would enable Catalogue readers to actually envision how IKEA could transform the spaces in their home. When people are thinking about major updates to the look of a room, the measuring tape is their friend, helping plan out the space in a room and what might fit. This was the perfect utility to further embed IKEA as a design leader.

To remind people to reference their catalogue throughout the year when they are making renovations or decorating their home, we designed the ultimate companion tool for the catalogue: The Most Helpful Measuring Tape In The World.

We designed the most helpful measuring tape in the world. At exact cm measurements, it highlighted products and directed people to a page in the catalogue where they could find more info and options. The two work together to give people the best, most helpful and inspiring experience. They were distributed together.