During his time at Mother, Joe was heavily involved in the implementation of the new 'Happy Inside' strategy for IKEA UK. How the brand would communicate on television was covered by this great TV ad, but in terms of copy, a tone of voice had not been defined. Joe set the precedent for how IKEA would speak across the out-of-home and press campaign. Below are some examples of the print work he created, using compelling copy to turn the most simplistic of scenes into a story.
Companies
Mother London
- Advertising