Created for IKEA, Common Language was designed as an interactive animated training series developed specifically for in-store staff. The project aimed to translate complex training content into a more accessible and engaging learning experience while staying true to IKEA’s design-driven brand language and global tone.

Lime or Lemon developed the visual and narrative structure of the series as a gamified learning experience that encouraged stronger participation and more consistent use among staff. Rather than relying on conventional training formats, the project used animation, storytelling and interaction to turn essential brand values and operational knowledge into a form that felt more memorable, more usable and more enjoyable.

The result was a learning product that helped reduce education costs, increase usage through gamification and create a more positive impact for staff. It demonstrated our ability to design content-driven training experiences that combine visual clarity, engagement and practical value within a strong brand framework.