DDM (Dijital Deneyim Müzesi)

Curiosity fuels progress. It jolts us out of comfort zones, dares us to discover uncharted territories, pushes us to imagine what’s yet to be thought. So when Kültür AŞ approached us with plans to launch DDM (Digital Experience Museum) in collaboration with the İstanbul Metropolitan Municipality (İBB), the largest of its kind in Europe, we harnessed the potential of new-generation digital technologies to inspire curiosity and wonder across the city.

Each room a new experience, each installation a new perspective. With technologies that defy limits of physical reality, we positioned DDM as “the city’s curiosity portal” and designed a leading brand asset from the DDM typography in the shape of a passageway. The two D’s became doors that open to wonder, excitement, possibilities, curiosity and so much more. We utilized the letters in the highly graphic logotype to design a modular visual system, able to form new grids and applications with each iteration. Equipped with an inspiring brand idea, a dynamic brand icon, a striking graphic world and a personalized typeface, DDM launched with a toolkit fitting for a museum of such scale and national significance. 

Credits
Client: Kültür AŞ
Creative Director: Onur Gökalp
Strategy Director: Hatice Çağlar
Strategist & Brand Writer: Oğul Girgin
Art Director: Semih Kodarlak, Berkin Ay
Motion Designer: Zakaria Bekheddouma




The Challenge

Every project İBB and its subsidiaries lead has to contribute to the welfare of the city’s residents and enrich their İstanbul-experience. So we had to identify a brand idea that aligned with this mission. What would be this project’s unique contribution to Istanbul? And how could we design a brand system that would reflect this brand idea, while also appealing to and intriguing pretty much everyone in the city. Approachable and cutting-edge. Thrilling and welcoming




Our Approach

We noticed that in Turkish, there wasn’t a single saying that encouraged curiosity. This was just one way in which Turkish people were nurtured to be cautious against being too curious. So we imagined DDM as the champion for the city’s unbridled curiosity - a portal you hop in and leave with an energized sense of wonder. What better place to embrace this than a museum that focuses on reality-bending experiences.

The brand idea “city’s curiosity portal” got materialized through a passageway between the openings of the letter D’s. We modeled the asset in 3D, yet rendered it in a 2D graphic fashion - mimicking the nature of the museum’s content.






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