Gaziantep, the sixth largest Turkish City, situated at the Turkish-Syrian border, had been dealing with a refugee crisis of epic proportions. The City, which has a population of 1.5 million, was pressured to absorb 300 thousand refugees. Such a rapid population boom threatened the survival of the millennia-old Gaziantep cultural heritage. I Mean It was hired to pronounce, protect, and promote the culture of the city.
Upon completion of the strategic process, we kicked off the design phase to create a holistic brand identity, which also included shooting a TV commercial. We shot a 60-second video to capture the essence of the brand. This heartfelt short video delved into the city’s genius loci, explaining the roots of the concept of mastery, upon which the entire strategy was built on.