We’ve all heard the timeless discussion about the purpose of art: Art for art’s sake or art for life’s sake? Whatever the opinions may be, one thing is for certain: That art is great for everyone.
In 2019, I Mean It Creative took this notion as the basis for İş Sanat’s new branding strategy, when we had the pleasure of assisting İşbank’s art division with its branding needs.
İş Sanat’s mother organization, İşbank, is not only Turkey’s largest bank, but the very first one founded by the Turkish Republic. This is a pioneer bank, founded on the principles of the Turkish Republic’s founding father: Mustafa Kemal Atatürk. It is an organization that represents innovation, transformation and the future- so its art division needed a strategy to match.
We initiated our strategy with how İş Bankası was positioning itself and how it was being perceived by the public. Associated with the birth of the republic, this mother organization was often connected to tradition, elitism and the past.
Instead of developing our strategy in this direction, we decided to shift gears and shape İş Sanat to be more accessible, understandable, approachable and even fun. Because art is fun, and at İş Sanat there is something for everyone. To celebrate the variety and multitude of artistic disciplines, we wanted to convey the feeling of a 24/7 festival with events happening year-round.
Art should be an integral part of everyone’s life, and organizations should prioritize providing art with all its range of disciplines that appeal to different tastes. This idea around accessibility and inclusivity and what led to our main strategy:
Translated from Turkish: İş Has Art For Everyone.
A play on the word “İşte” meaning “Here!” in Turkish- the hashtag means: art for everyone is here. As well as at “İş”, meaning, at İş Sanat. So, “Art for Everyone is Here”
İş Sanat offers events from a range of 10 different disciplines of art. These events take place at various locations around the city of İstanbul and range from psychedelic rock concerts to poetry readings. There is a mix of both international and local artists, in addition to well-known names and brand new talents.
We needed to create a structure that both showcases and organizes this rich variety.
Our challenge was to convey the message that there are different kinds of art that speak to different kinds of people, and art, with its many different disciplines, should be accessible to everyone.
This meditation led to the creation of a visual identity that communicates an inclusive and transformative spirit.
Our holistic approach is rooted in a modular structure that both celebrates Mustafa Kemal Atatürk’s philosophies, and systematizes the variety of artistic genres that İş Sanat offers to the public.