Brand Strategy, Logo Design, Brand Identity, Communication Strategy & Design, Communication Campaign
İstanbulkart, Istanbul's 14 year old transit pass, developed into a city card with new fintech capabilities. On a mission to rebrand a product with over 10 million active users and an essential part of everyday life in Istanbul, we crafted an emotionally fueled story through the three words Istanbul’s residents needed to hear: Istanbul loves you.
Istanbul is home to over 15 million, a cultural and financial capital, and a metropol that moves at a pace that often feels overwhelming. Nevertheless, the city’s residents share a profound attachment to it that exists beyond material motivations. We turned to this unique connection when introduced to the İstanbulkart rebranding project. In surveys, people consistently reported that they loved Istanbul deeply, but felt that their feelings weren’t reciprocated. This revealed an opportunity to give the city its own way of displaying affection, which became the point of origin for İstanbulkart’s brand transformation.
Client: BELBİM Creative Agency: Monroe Creative Director: Onur Gökalp Managing Director: Hatice Çağlar Copywriter & Strategist: Nur Yıldırım Art Director: Seda Yüksel Graphic Design: Naci Mert Project Manager: Oğul Girgin Media Agency: Medya AŞ Production Agency: Noise Film Director: Oğuz Uydu DOP: Arınç Arısoy Music: Magic Post Studios Post-production: Magic Post Studios