For a Better Tomorrow

A dose of minimalism
and efforts for changing the perception

mehmetgozetlik.com
 Minimalist Effect
In The Maximalist Market
Influencing The Whole World
(2010)

If you want to read the full case study

https://www.behance.net/gallery/1514831/Minimalist-effect-in-the-maximalist-market
Brief
Simplicity has been transformed to necessity for 21st
century people disturbed by huge amounts of data.
How can we demonstrate this needs.
Audience
Whole World, 21st century modern people
Scope
Communication, information, branding, retail
product design,
Process
We created the alternate simple versions for some
package samples of the international brands and we
asked for people’s comments: "Which one appears
right to you, the original? Or the simpler? Or the sim-
plest?"
We didn’t changed the design of the packaging, we just
removed some visual items and informations.
Challenges
As in the Dieter Rams 10 principles for good design,
we try to create a solution with a little design as
possible. Because we didn’t want to create a better
design, we just wanted to show “the information
overload in the daily products”
 CRÈME DE LA MER HEINZ
NO-NOISE DE-BRANDED EDITION NO-NOISE DE-BRANDED EDITION

BEATS BY DRE LEVI’S

NO-NOISE DE-BRANDED EDITION NO-NOISE DE-BRANDED EDITION
Result
This blog post was visited by 60 thousand people on
the first day. It was viewed by over 5 million only on
Antrepo's blog.
The important figures in the sector such as Erik
Spiekermann, Simple Scott shared their comments
about the topic. Most of the designers and average
people said they liked the products in the minimal way.
When Starbucks changed their logo in January 2011,
international publications such as adage.com and the
Washington Post associated it with his project.
If you want to read the full case study
https://www.behance.net/gallery/1514831/Minimalist-effect-in-the-maximalist-market
In the end, It was exhibited in the “Reason Design
Emotion" sub-theme of the Beijing International Design
Triennial with many international designers including
Naoto Fukasawa, Zaha Hadid, Ross Lovegrove, Marc
Newson, Norman Foster and Philippe Starck.
In 2013, 3 years after the creation of this project, it was
a source of inspiration to the ‘No Noise Campaign’ of
Selfridges, a chain of high end department stores in
the UK.
 Autoban
Building A Visual Language
(2012)

If you want to read the full case study

https://www.behance.net/gallery/62799025/Autoban-Visual-Language
Brief
Just before 10th anniversary, Internationally renowned,
Istanbul-based multidisciplinary design studio Autoban
wanted to create a new identity for next decade.
Audience
Architects, designers and sophisticated people.
Scope
Visual communication system, production, typography
Process
I said the same thing as Jonathan Ive, “We don't need
to make a new logo, we need to make a better logo.”
Because, Autoban İstanbul has a strong brand mark,
with the helvetica based logotype. They were using an
actual highway symbol as a brand visual. Also I created
a visual language, rather than a traditional brand
identity.
Challenges
İn this project, I designed the project like an architect,
I performed a detailed research about 3 roots of the
project philosophy; extraordinary urban life, motorway
visual system, craftmanship.
I explained everthing with a solid structure, including
philosophy, identity, typography, photography,
iconography.
Result
Architects are probably toughest client in the world
because they do question everything. They don’t
believe without solid proof. That's why many designer
and agencies failed before me for the same brief, and
almost the lead designers of Autoban had lost their
hopes for the 10th anniversary update.
Logos are overrated in our new multi-layered
communication environment, The brand new visual
language extended to multi-layer experience from the
traditional logo-only corporate identity.
When the project is presented with an architect-like
presentation -phase by phase with their stories-,
they said that, “This is the best presentation we ever
had, it goes far beyond identity.
You have created a living, breathing entity, always
exciting with turns and twists that we could never
foresee; it’s rich, timeless, intelligent, tailor-made and
stunning.”

If you want to read the full case study

https://www.behance.net/gallery/62799025/Autoban-Visual-Language
 Stoneborn
One Step Further With Agile Brand Strategy
(2020)

If you want to read the full case study.

https://www.behance.net/gallery/117417753/Stoneborn-Brand-ID
Brief
Stoneborn rises from Alfa Marble, which is one of the
leading trading companies for Turkish marble and
travertine blocks. .Founder and brand's owner Sezgin
Ozer is representing the new generation of the
company and He wanted to take his legacy one step
further with fresh brand strategy.
Audience
Mainly rich luxury buyer. (picky, with high expectations,
young, digital native)
Scope
Brand identy, visual communication system.
Process
Stoneborn's new identity reflects its evolution from
a traditional marble exporter company to
a future-focused and innovative brand culture. At every
phase of the project, we worked for this transformation
of the brand.
Challenges
We had to create an innovative brand feeling in the
whole marble industry. We prioritized to move fast,
identify the branding goals with more precision,
and translate the futuristic vision into public-facing
visuals.
Result
If you design an identity where the system is very rigid,
it becomes boring very quickly and it means that it's
likely to be overthrown because people need change.
If you want something to last a long time, you need to
have the ability for flexibility.
Today’s luxury brands should improve their experience
and stay relevant on a regular basis. Dynamic brands
are often called living brands, because they physically
change or move, reflecting the very definition of
dynamism.
Millennials and Gen Z are driving the majority of luxury
sales. These new generations of younger (but certainly
not less demanding) affluent consumers will continue
to rewrite the rulebook of the once bulletproof luxury
industry; with new needs, new behaviours, and
digital-inspired visuals.
If you want to read the full case study.
https://www.behance.net/gallery/117417753/Stoneborn-Brand-ID
As younger consumers become the largest segment
of luxury buyers, it is a necessity for luxury brands to
understand how to relate to and win over these young
generations.
They are digital natives: they continuously engage with
online content and are expecting highly sophisticated
digital experiences. Think of brands such as Apple that
spend millions on user experience and design.
Despite all the uncertainty of this new normal, brands
that spot opportunities where others only see
challenges, will not only survive but thrive in the new
normal. Because in the end, the only insurance for
luxury brands (and all brands for that matter) is to
remain relevant and in alignment with their consumers’
evolving expectations.
 Shock Therapy
Contemporary Art-Inspired Identity
(2017)

If you want to read the full case study

https://www.behance.net/gallery/68409671/Shock-Therapy-Brand-ID
Brief
Shock Therapy is the first Electro Muscle Stimulation
Fitness Studio in the New York.
The founder of the Studio, Esra Çavuşoğlu is a typical
contemporary art enthusiasts. She was looking a
designer with a strong art connection.
She needs an abstract art-like identity.
Audience
New Yorkers, Influencers, trendsetters,
Scope
Visual system, production, contemporary art,
brand framework
Process
I made a research about the connection between art,
electric, movement and energy.
We inspired from the artists of the light such as Dan
Flavin, Robert Irwin, James Turrell, Olafur Eliassonf and
created art-like brand structure to reflect the brand
DNA.
Challenges
EMS is the future of fitness. An avatar guides you
through 30 minutes, a user-friendly digital experience
through a video projection.
For a futuristic look&feel we are inspiring from the Art
but the contemporary art needs the ultimate
sophistication.
Result
We are working with contemporary artists in our
collaborative creative process.
The relationship is not a new one, but seemed to
gather momentum again like in the mid-1980s, a
period when contemporary art was enjoying renewed
attention and 'lifestyle' advertising was also achieving
new levels of sophistication.
in 1985 Absolut vodka initiated a long collaboration
with contemporary artists.
Beginning with Andy Warhol, the campaign went on to
showcase the work of dozens of artists; a perfect
example of the immense power of art to add value to a
brand.
If you want to read the full case study
https://www.behance.net/gallery/68409671/Shock-Therapy-Brand-ID
Building a strong brand requires both strategy and
imagination. Because your brand should inspire people
through emotion and innovation. When a customer is
inspired to do better in life and identifies your product
as one that can help in the process — name your price.
We created a contemporary infinite neon light art for
studio’s storefront to show our contemporary soul on
the street level. This neon art completes the project
such as the dream-like world of the Alice in
Wonderland.
Shortly after we published the project, it has been
featured in international publications such as Behance,
Dribbble, etc.
 ABC
Avantgarde rebranding for today's laundry
(2020)

If you want to read the full case study

https://www.behance.net/gallery/98549421/ABC-Detergent-Rebranding
Brief
ABC Detergent founded in 1972 (formerly Baser
Kimya) to manufacture household chemicals for both
domestic and international markets.
Before the brand's 35th anniversary, the ABC brand
team expected to create a more legible, contemporary
brand identity approach for the next generations.
Audience
Millennials, young consumers, the next generations.
Scope
Brand Identity, visual system, packaging.
Process
The goal was to bring simplicity and elegance to the
brand while still keeping the visual look of the existing
ABC logo. The project was carried out collaboratively
with Concept Istanbul, ABC's advertising agency.
Challenges
ABC was a well-known FMCG brand, so we had to
create a better logotype, not the new one. In the
process, we have de-polished the logotype and gone
flat. We looked at the construction of the logotype
background, preserving its atomic feeling but making it
more modern and straightforward.
Result
The biggest problem of the previous logo; No matter
how big the logotype is used on the product, letters
were small compared to other competing brand logos.
(because of its complex construction and letterforms.)
That's why we developed the new typography that can
be used bigger in the same size.
After logotype recreation, We analyze the technical
and design aspects of existing and future packaging
characteristics. On that basis, we developed design
elements and drafted rules.
If you want to read the full case study
https://www.behance.net/gallery/98549421/ABC-Detergent-Rebranding
The Result: New design principles, including more flat &
legible logotype, refined brand colors, contemporary
illustrations reflecting our emotions, and consistent
typography. We made a micro-uplift everywhere, not
just a logotype change, so our most significant impact
is our overall result.
The project was highly appreciated by the entire
development team, especially loved by young people.
It has been featured in Behance.
 Kndu
Redefining Communication
For the Innovative Sustainable Luxury
(2018)

If you want to read the full case study

https://www.behance.net/gallery/65642245/Kndu-Re-Branding-and-Communication-Strategy
Brief
Kndu is an award winning project, designed by GAD for
AHK Development, Construction Fitout FF&E Solutions.
As required by BREEAM Certification, the project lays
its foundation on sustainable design principles;
sourcing exclusively local materials, producing lowest
waste and pollution. The residential area hosts an
immense communal green space, uniquely designed
for circulation and recreation of fresh air.
Audience
Gen Z and young millennials.
Scope
Brand Identity, visual system, integrated
communication strategy, sales kit.
Process
This project is an example of a simple sales kit brief
turning into a holistic update of the project,
empowering the marketing & sales muscles. We
redefined the project, created a new logotype,
developed the new icon system and wrote the
integrated communication strategy based on
"Redefining Living".
Challenges
As Jonathan Ive Said, "The better way is to go deeper
with the simplicity, to understand everything about it
and how it’s manufactured. You have to deeply
understand the essence of a product in order to be
able to get rid of the parts that are not essential.”
Result
Kndu Friends & Kndu Crossover is a collaborative
project between influencers, brands and Kndu. The
project is solely about building a culture through
collaboration, creativity and exclusivity. The ultimate
stories created by influencers and brands perfectly fit
in the DNA of Kndu which reflects innovation,
sustainability and smart future. This approach
endorses brand culture and values.
The style of the new line based icon system reflects
the modern language of smart world. Each icon has an
additional tagline and each tagline is created based on
"Re-defining Living" motto of Kndu Villas.
If you want to read the full case study
https://www.behance.net/gallery/65642245/Kndu-Re-Branding-and-Communication-Strategy
“Redefining Living” is a set of high-end features. These
features were designed into a set of icons and
represented by a tagline. Each feature is symbolized by
a proper icon. Taglines and copies were written in
Turkish and English for the ease of audience.
Welcoming is an essential part of every home culture.
So we greeted the new residents of Kndu with a set of
welcome gift. The copper touch in gift selection
highlighted elegancy. The household items reflected
the unique desig and the feeling of technology. Perfect
match for the future KNDU community.
 08.2021 / V.1.01

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