I Mean It Creative created and implemented a new brand for a digital New Year’s concert series hosted by Maximum Genç and İş Sanat, the youth and art platforms of Turkey’s first and largest national bank, İşbank.
Maintaining the brand values of the organization behind this concert series while still allowing for the event brand to take on a life of its own, I Mean It Creative anchored the voice of this concert series with an urban, fresh and young tone, through combining of dark backgrounds with neon-colored iconic images and brush-stroke style typography that recalls street art and graffiti styles.
With distinct key-arts for each of the five events, the event’s marketing campaign was built on the foundation of these iconic images.
In parallel with the spirit of the key-arts and the online event, we continued to explore names that would capture this youthful essence while inducing excitement for the event and for the coming year; thus deciding on the name: Come on 2021—Knowing all of us are more than ready to leave this past year behind and excited to usher in the next.
After designing the key-arts and establishing a name, we created multiple versions of short (15 and 20 second) as well as full-length (1 minute) trailers for each of the five artists, in addition to a collective promotional trailer that features all five artists.
These promotional videos that carry the brand voice and feature signature iconic images of each artist were created by combining footage from each pre-shot concert with iconic stills from selected shots. Announcing the day and time of the events, these trailers also act as the main form of communication to call audiences to the sites and channels where the concerts will be posted.
Having produced multiples of these trailers in alternative lengths and platform-specific layouts, we prepared digital branding pieces that can easily adapted and used across a variety of online platforms and social media channels.
