Communication Strategy via Art & Design

Art can be described as the expression or application of unique creative skill and imagination, typically in a visual form to be appreciated primarily for its beauty or emotional power. The ability to communicate ideas in original and innovative ways is essential for all art, craft and design professionals. In the digital era we are in, potential audiences are becoming increasingly knowledgeable about the different forms of communication. And there's a constant need for distinctive and seductive creativity to take attention of target audience.

Communicating different meanings and messages through manipulation of formal elements is the new form of advertising in today's market. So it is a vital point for future brands to differentiate the way they encode their messages as well as the medium through which we receive messages from numerous sources of information. I believe that art in that pure sense is an untouched method of expression that brands haven't discovered as a way of communication. The Artwork Project that I conducted for a huge holding firm in Istanbul last year was exactly aiming this kind of interaction with the brand's potential audience. Expressing the main cause and motive of the business along with the benefits attached to the product or service in the form of art achieved a certain and structured perception in consumers' minds. And yet, an empathy is formed to the brand and its reason of existence. This objective also lies in the heart of many successful Corporate Responsibility (CR) projects.

Art is no longer a subject of discussion among a very small group of intellectuals, and has become an agenda of the public. Thus your audience.

Artwork Project 2010

Artwork Project 2010
On the construction site

It has been an unbelievable journey working with these 8 distinctive artists, everyone of each is specialized in different areas of design, on a very controversial yet simple concept: risk & trust. Two contradictory polars, or feelings mostly we ignore. Throughout the production phase, I've had the opportunity to get to know these gifted artists closer. During planning the details of the project, I always had a behind-the-scenes footage idea that would add value to this unique piece of work we've done. We visited the artists in their own production spots. For industrial designers, these were urban ateliers. It was a unique opportunity for me to visit various types of ateliers, and meet some extraordinary people working behind with the artists to turn a dream into reality.

For Bennu, for instance, it was an outdoor area. We drove 2 hours with her team to the spot where we would take one-shot piece. At the end of the day, we had a magnificent frame which will be presented in Kanyon next week. Han Tümertekin's construction work is also unique for its interactivity as it takes its audience 'inside' and gives the opportunity to interact with the artwork itself directly.

Although the artworks by each artist are in different forms, they reflect a synergy that surrounds the spirit of the whole project. Works of Aziz Sarıyer, Han Tümertekin and Bihrat Mavitan will be exhibited in different locations surrounding the city; while art installations by Derin Sarıyer, Bennu Gerede, Oytun Berktan, Ela Cindoruk and Tan Mavitan will be in Kanyon. Aziz Sarıyer surprised me once again by using such abstract forms and reflect a salient expression.

I believe that when the artworks meet the audience, they will make them question what risk and trust really mean in their lives. Exhibition will be all over the city, but the art installations by Bennu, Derin, Oytun, Ela and Tan will be exhibited in Kanyon between March 25 to May 25.

I can't wait to see all of the artists together in the press conference on March 30th, where they will meet the press about this project for the first time.

Aziz Sarıyer

There are people who make you feel as if you are blessed just to have a few words with them, and be enlightened by their wisdom and style. Mr. Aziz Sarıyer is definetly one of them. He was the first name we had on mind when we decided to construct the "Artwork Project". He was so generous on helping us as a consultant all through the planning stages. His amazing piece of work will be exhibited in Sabanci Holding.

Han Tumertekin

Han Tumertekin is one of the iconic architects that I have been inspired by for many years. I feel so privileged to work with him in this project, and his piece is spectacular. His design approach and reflection of risk & trust concept is so compelling that I believe his work will be one of the most talked about urban art installations of recent years. Han Tumertekin's phenomenal success is acclaimed by the world and I can't wait to see his artwork in the heart of the city.

Bennu Gerede

What can I say about Bennu? :) She's simply gorgeous! I knew her long before this project, but we didn't have the chance to work together until now. When I first told her about the project and our vision on creating awareness about "risk" in society, she sounded so excited to be a part of the project. Her piece is stunning (once again) and I'm so glad she accepted to be a part of this adventure.

Thank you sooo much for being there!

Derin Sarıyer

Derin Sarıyer has been one of the few designers whom I admire. His distinct taste and design point of view have been acclaimed not only in Turkey, but also in Europe. It was a unique chance for me to work with this talented gentleman in this project.

I can't wait to exhibit his piece in Kanyon, Istanbul.

Oytun Berktan

I met Oytun in December via Roman Goetsch's recommendation while I was looking for an out-of-the-line type of architect for the reconstruction project for a client of mine. As I got to know him and his art more, he became one of the first names I had in mind while planning the "Artwork Project". He has a great talent and the ability to reflect his inner vision in distinctive forms. I feel lucky to have him in my life. I believe his unique piece of art installation will inspire many and redefine the "risk and trust" concept.