Between 2015 and 2019 I wrote the master copy for the IKEA NEWS press kits that introduce select new products four times a year. These are sent out to all the markets and medias to create attention around the upcoming launches. A lot of the copywriting has been about communicating sustainability and societal impact messages that go along with the products, as well as design and function, of course. At times, I have also been involved in the visual ideas on how to promote the products in an eye-catching editorial manner. See extracts from the press kits below.