Maru Branding — Selim Unlusoy / Creations + Collaborations

SELIM UNLUSOY
Creations + Collaborations

V16.3/ITA

Global Head of A.I. at LePub - voted "The Best Creative Agency in the World" by prestigious rankings. He leads a multi-disciplinary team of creators that produces work that goes beyond advertising. A true believer in cross-cultural exchange, he played an active role at AFS for many years. He is a keynote speaker in various events including TEDx, talking on the impact of A.I., design and bio-mimicry. He is also a member of The Italian Association for Artificial Intelligence (AIxIA).

Apart from writing his bio in third person, he has enjoyed winning over 100 international and local trophies including Italy’s only Innovation Lion, Grand Prix in Golden Drum, etc. He was featured in Fast Company, Beaux Arts Magazine, Lürzer's Archive and numerous other publications. He is an eternal student of the relationship between humans and machines, currently focused on behavioral engineering and synthetic creation.

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09 BRANDING / MARU ARCHI.TECHNOLOGY

DOC 234—34/2

DEUS: 088/26812—81
REX-13: 978-0882681/283

Agency: Ogilvy & Mather Istanbul
Executive Creative Director: Selim Ünlüsoy
Art Director: Mehmet Demirel
Business Director: Murat Derman
Account Executive: Gizem Piroğlu
Producer: Fulya Akay
Director: Baran Baran
Producer: Ali Devrim Şengel
App Developer: Onur Acun
Strategic Planning Director: Pelin Aydın
Typographer: Taner Ardalı
Producer: Hakan Pamukçu

A modular branding system that goes with the brand. The isometric grid gave possibility to be scanned like a QR code through OCR and readable with the unique typeface that is developed on the platform.

INTRODUCTION/ Maru means “perfection” in Japanese and the architectural firm that took their name from, is out to do nothing less than that. Having patents around the globe, Maru gave us a new perspective on how we look at the buildings we spend most of our lives in. Ultimately, this notion reflected on the branding work as well. We wanted to create a look that is modular, simple and applicable to be able live up to it’s name. Below is the early explorations on the relationship between the grid and the elements that live on that grid. Recommended soundtrack as you go through the work - Everything in it's right place - Radiohead

ALPHABET AND NUMBERS / After settling down the 5 piece isometric grid, we realised that we can create legible numbers and the whole alphabet within the system. That of course, gives room for further personalisation and customisation of stationary assets like business cards and name plates as you’ll see as you move further on.

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