For Istancool, this process was not just about building a brand — it was about redefining how the spirit of Istanbul is expressed. The city already had depth, history, and endless stories, yet most of them were communicated in either a traditional or generic way. The real challenge was to capture Istanbul’s true energy through a fresh, dynamic, and discovery-driven perspective.

We approached Istancool not as a city guide, but as a “city feeling.” From tone of voice to slogan, from visual identity to motion design, every layer was built around a single rhythm. With the phrase “Bi’ başka,” we captured the unique, hard-to-define essence of the city.
Through fluid typography, wave-inspired forms, and vibrant color usage, we created a system that reflects movement, youth, and cultural energy.

The result is not just a content platform, but a brand with its own voice, style, and audience—rapidly gaining traction and becoming one of the fastest-growing, high-engagement digital brands in Turkey.