A living branded content system exploring circularity as culture, not communication.
Master Project · Brand Strategy & Creative Direction
Proyecto Andra is an academic master project developed at ELISAVA, Barcelona, in collaboration with professionals from IKEA Spain. The project explores branded content as a long-term brand system rather than short-term campaign logic, translating circular values into lived cultural experiences. The proposal received excellent professional feedback and was nominated to the Elisava Awards.
Insight & Challenge
While sustainability and circularity are increasingly present in brand discourse, they often remain abstract in everyday life. The challenge was to translate these values into lived experiences, designing a branded content system capable of embedding circular thinking into daily behavior without relying on traditional advertising.
The Idea
ANDRA proposes a shift from campaign-based communication to a living branded content system. Conceived as a fictional circular town, ANDRA functions as a narrative, spatial and cultural ecosystem where IKEA’s values are experienced rather than explained.
Rather than producing isolated content pieces, ANDRA operates as an expandable universe, a place where stories, objects, spaces and people coexist under a single creative logic, allowing the project to grow over time without losing coherence.
Creative Direction
Creative direction was central to the project and operated at a system level rather than through isolated executions. The focus was on defining a strong conceptual backbone capable of sustaining multiple narratives, formats and touchpoints over time.
This involved articulating the core idea, setting the creative rules of the universe, and ensuring coherence between strategy, storytelling and visual expression. Direction decisions shaped the narrative tone, the modular visual language and the transmedia logic, allowing the project to evolve while remaining recognizably consistent.
The result is a branded content system that prioritizes clarity, cultural relevance and long-term coherence over short-term impact.
Creative Direction · Brand Strategy · Narrative & Visual Direction
