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 enhancing the experience of the brand by developing and integrating the right sound. We created a catchy and emotion-triggering sound logo, inspired by the folkloric tradition of Gaziantep. The audio identity’s variations were used in various places such as the airport terminal, public transport buses, municipal call centers, and local chambers’ dial lines.