PORTFOLIO

GÜZİN KOÇER

PORTFOLIO

2014-2016

Full-Name

G Ü Z I N K O Ç E R

Date of Birth 1 6 / 1 1 / 1 9 9 2

Place of Birth

I S T A N B U L , T U R K E Y

Current City

M I L A N , I T A L Y

I’m a designer, researcher and lifelong learner.

Thanks to my educational background, I can easily monitor expectations and people’s experiences and make strong analysis by thinking in a creative and strategic way. By focusing on people’s needs, business goals and new trends, I want to use my visual design and research skills for developing ideas, concepts and solutions for brands that will inspire community and draw attention.

If you want to learn more about me, you can find

my contact details on the last page.

HELLO, I AM

V i s u a l B r a n d D e s i g n e r

ıGÜZIN KOÇER .

(2015 - 2016) DOMUS ACADEMY, Milan - Italy

Master in Visual Brand Design

Identity design workshop in collaboration with Coca-Cola.

Product strategy workshop in collaboration with Bonotto.

Experience design workshop in collaboration with Cisco Systems.

(2013 - 2014) AUTONOMOUS UNIVERSITY OF BARCELONA, Spain

Exchange Student in Social Sciences

(2010 - 2015) MARMARA UNIVERSITY, İstanbul - Turkey

Bachelor’s Degree in Sociology (English)

Gratuated with high honour student degree with the GPA 3.50/ 4

EDUCATION01 CERTIFICATES & COURSES

(2 months - 2016) EDX/ THE UNIVERSITY OF BRITISH COLUMBIA

Online Course in Introduction to Marketing

Core concepts and tools in marketing and market research

and their importance for strategy, pricing and communication.

(1 month - 2015) UNIVERIST EDUCATION COMPANY

Online Course in Marketing Public Relations

Ways and benefits of the using marketing and PR together.

(7 days - 2015) NESTA & BRITISH COUNCIL, İstanbul - Turkey

Creative Entrepreneur Training

Practical and creative tools for developing business ideas.

(3 days - 2013) BOGAZICI UNIVERSITY, İstanbul - Turkey

Adhere Advertising Days

Underline the social media and digital advertising on the agenda.

(9 months - 2013) BEMAR CAREER SCHOOL, İstanbul - Turkey

Graphic and Web Design Certificate

Technical education about some Adobe Softwares.

(7 days - 2011) KOC UNIVERSITY & TTNET, İstanbul - Turkey

Digital Content Generation

Trainings on creative economy, digital marketing and enterpreneurship.

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(2015) DOMUS ACADEMY, Milan - Italy

Third Prize in the Scholarship Competition

Re-branding project for Italian skateboard brand.

(2013) THE EUROPEAN UNION

The Erasmus Program Scholarship

(2012) BOYNER HOLDING, İstanbul - Turkey

First Prize in the Photography Competiton

(2011) KOC UNIVERSITY & TTNET, İstanbul - Turkey

The Top Finalist with Project Idea

Chosen for "Support to Skills, Support to Creative Economy" training and

after that for finalist with the idea about social network.

ACHIEVEMENTS07

Turkish ( Native ) English ( Fluent ) Italian ( Basic )

LANGUAGES06

Research

Creative/ Strategic Thinking

Visual Communication

Project Management

Team Work

Concept Development

Social Media Planning

Bussiness Modelling

SKILLS04

Additional Tools: Keynote, Wacom Tablet, iMovie

SOFTWARES & TOOLS03

WORK EXPERIENCES

(2014 - 2015) ROI INTERACTIVE, İstanbul - Turkey

Graphic/ Digital Designer

Designing graphic/ digital works and website layouts.

(2012 - 2013) ACT CREATIVE STUDIO, İstanbul - Turkey

Intership as a Graphic Designer

Editorial design works for Can Publishing Ltd.

(1 month - 2012) DOGAN MEDIA GROUP, İstanbul - Turkey

Intership as an Art Department Assistant

Ordering art supplies in the one of the project of Kanal D.

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2 ILLUSTRATIONS ONS212-14

1-12

14-16

index

3

11

STRATEGICRESEARCH

3

VISUAL IDENTITY

1-12Coca-Cola Campaign

Bastard Visual IdentityRe-Branding SheboPoli Visual Identity

11 VISUAL IDENTITY

S C H O O L P R O J E C T F O R

T H E C O C A C O L A C O M P A N YC A M P A I G N P L A N N I N G & D E S I G N

1

Client T H E C O L A C O L A C O M P A N Y Date

Project Leaders F R A N C E S C A D E F I N I S , S A N D R A V E R A C R U Z

Project Advisor M A R G H E R I T A P A L E A R I , C L A U D I O M O D E R I N I

Brief The teams are asked to develop the next joint promo-

tional activity of Coca-Cola and McDonald’s together for

the European market that will drive economical result by

inspiring and engaging the customer in new ways during his

entire McDonald’s journey, enhancing the imagery of these

two brands and brand love.

The project We came up with a campaign idea which calls as

“Move and Shine”. It is a campaign that promotes active life

style by increasing Mc Donald’s crew and customer engage-

ment in a fun and interesting way. Everything starts with

Coca-Cola who gives valuable gift -shine braclet which cal-

culates your steps daily- to the Mc Donald’s crew in the well-

designed move and shine box and ask them to complete with

other cities McDonald’s crew about having most active life-

style by walking most. If crew can get first rank within the

week, they will bring discounts for their cities and customers

for the weekend. We aim to create brand love internally firstly

by bringing something new and fun to the McDonald’s crew

life and making them more happier and then we aim to spread

this brand love to everywhere by giving discounts to the cus-

tomers.

My Duty in the Team I was responsible with design process in the proj-

ect. I did visual identity for the campaign and packaging - ex-

cept move and shine logo- and drawn our campaign strategy

including social media. Lastly, I shared duty for designing mo-

bile application visuals layouts with other team member.

2 0 1 5

02

P R O B L E MS E T T I N G

There is one common problem in brand image of Mc

Donald’s and Coca-Cola which is being unhealthy.

Second problem was about unhappy Mc Donald’s

workers image in consumer’s mind.

First chart shows how Coca-Cola launch “Move and

Shine” campaign then Mc Donald’s crew recieve their

boxes with shine bracelet and instruction to join the

championship which lead them to download Misfit

application which track their activity. Timeline is from

Friday to Friday so most active city of the week will have

discounts for weekend. 10 most active city of Europe Mc

Donald’s crew will join the campaign at the first step.

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I D E A &S T R AT E G Y

2

EUROPEAN PEOPLELOVE WALKING

ACTIVE LIFE STYLE IS TRENDING TOPIC AMONG FOOD&BEVERAGE MARKET

There are two important results of the researh. These are

about research on trends in fast&food sector, research on

European people life style. From researches, we specify 10

most active city in Europe and use this information in our

campaign idea.

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R E S E A R C H

UNHAPPY IMAGE OFMCDONALD’S CREW

UNHEALTHY IMAGE OFCOCA-COLA AND

MCDONALD’S

McDONALD’S CREW

THE MISFIT APPLICATION

MOVE AND SHINECHAMPIONSHIP

CITY RANKINGS

MOVE AND SHINE BOXWITH SHINE BRACELET

MOST ACTIVE CITY AS A WINNER OF THE WEEK

UNLOCKING THE DISCOUNTIN WINNER CITY MCDONALD’S

STRATEGY

BRANDING ENGAGEMENT

SOCIALMEDIA

LOYALTYCONTENTSTRATEGY

MOBILEAPP

ADS

FLYERS

INDOOR ADV

INSTAGRAMTWITTER

FACEBOOK PACKAGING

GRAPHICS

WEBSITE

VIDEO

TEAM BUILDING

GIFT GIVING

E-MAIL

* Loyalty part of the strategy is developed for Mc Donald’s crew only.

C H O S E N 1 0 C I T I E S I C O N S

C O C A - C O L A R I B B O N & M C D O N A L D ’ S L O G O

For this joint promotional activity, two strong

elements from both brands used for visual identity by

combining with the selected 10 cities icons.

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04

V I S U A LI D E N T I T Y

Packaging for crew and move and hine box: For

McDonald’s crew, I designed box in which carries visual

identity of the whole campaign and in this box crew can

find their gifts ( t-shirt, misfit shine braclet and guideline

for joining competition.

CITY VISUALS

MILAN

STOCKHOLMLONDONBRUSSELSAMSTERDAMBERLIN

PARISBARCELONA COPENHAGENDUBLIN

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COCA-COLA RIBBON MCDONALD’S LOGO

05M O V E A N D S H I N E

B O X F O R C R E W

06P A C K A G I N GF O R M C D O N A L D ’ S

We see social media channels as a part of the

engagement strategy for campaign development. We use

facebook, twitter and instagram as platforms to bring

Mc Donald’s crew teams and customers together. From

this platforms, customers can have chance to support

their city’s Mc Donald’s team while Coca-Cola and Mc

Donald’s can publish last news about the championship.

For the future development of the campaign, we want

to open this challange to the public which means that

Mc Donald’s customer can also compete with each other

by having active life style and achieving required km for

cut-price or free Mc Donald’s products. For doing this,

we need to design new app because “Misfit” app -which is

the one using by crew- is only working with its bracelet.

For the new application, we plan point-based system in

which you will get points when you invite your friends

and cover kms. For example, for 3 km you can have 100

points with which you can have free products in Mc

Donald’s. It will also work as a social platform where

you can see your friends rankings. 4

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S O C I A L M E D I A

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M O B I L E A P PF U T U R E D E V E L O P M E N T

S T E P 1 : I N S P I R A T I O N A L T R A D I T I O N O F T U R K E Y ; T H E A R T O F Ç I N I - M A K I N G

The art of çini-making motifs carries colourful, dynamic, miscellaneous style which can resemblance to the Bastard style

in this sense. I think that we can specify some motifs and color palette from turkish ceramic art and use them in the

image of the new Bastard collection. In the end, the visual identity of new collection can remind both Turkish culture and

Bastard’s colorful soul.

Client B A S T A R D Date 2 0 1 5

Brief Bastard is a Milan-based brand that sells technical clothing and equipment for snowboard, skateboard and streetwear.

For scholarship competition project, Bastard wants create visual identity of new collection which should represent visual

tradition of student’s countries. Therefore, we asked to choose something traditionally special and meaningful for our coun-

tries and create special designs that would create visual identity of new collection.

Result of Project Third place in the scholarship competition of Domus Academy ( Master in Visual Brand Design )

S C H O L A R S H I P C O M P E T I T I O N P R O J E C T:

V I S U A L I D E N T I T Y D E S I G N F O R B A S TA R D

C R E AT I O N S T E P S F O R V I S U A L I D E N T I T Y O F N E W C O L L E C T I O N

5

S T E P 2 : U N I Q U E A N D R E L E V A N T L O G O F O R T H E N E W C O L L E C T I O N

For creation of the logo, I inspired from the art of çini-making motifs and color palettes. I chose a geometrical shape from

that art then converted it to the turquoise blue which is also called as Turkish color and combine it with dark grey. After that,

I chose bastard font typing which is slight curled and soft because I want to break back motif’s rigidity and reflect Bastard

rebellious style. Logo is compact, catchy and suitable to use in one color in printing.

Dark Grey Turquoise Blue

For the visual identity of new collection, I made a

motif which complies with the concept. I used this

motif in all visual works of the new collection as

packaging, thanks cards, products and so on.

6

S T E P 3 : P A C K A G I N G : D E S I G N I N G O F T H E S H O P P I N G B A G , W R A P P I N G A N D T H A N K S C A R D S

Bag have been designed as two sided open in which social accounts of the brand is visible in order to increase interaction be-

tween people and brand. Inside of the box, there are paper wrapped and thanks cards both with visual motif of new collection .

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S T E P 4 : R E L E V A N T P R O D U C T S F O R T H E N E W C O L L E C T I O N

Skateboard design will represent the same motif and

there can be set of t-shirt with it.

S T E P 5 : C O M M U N I C A T I O N S T R A T E G Y

Beside of the using social media for promoting new collection, postcards to be distributed in the shop and selected spaces

and posters can be useful to announce the story of new collection and launch program to celebrate it.

8

R E - B R A N D I N GS H E B O

sheboshebo

C O L O R I N S P I R A T I O N : M A C A R O N S

Client S H E B O Date 2 0 1 5

Work R E - C R E A T I N G V I S U A L I D E N T I T Y

Shebo is a factory making desert types and selling

them to the pastry shops or cafes. For re-branding,

I choose to use soft colors and combine them to

each other in abstact way by creating not perfectly

aligned shapes because this brand boast of their way

of preparing deserts which is hand-made.

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#feea94

#fbd9e6

#d3edf5

M I N I B O O K L E T F O R D E S E R T S

B O X E S F O R D E S E R T S C O R P O R A T E I D E N T I T Y

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C O L O R P A L L E T E

cream: #edeae5

green: #535d2a

brown: #8a6953

Kurumsal Kimlik Çalışması

P O L İ M U S H R O O M B R A N D I N G

Client P O L İ Date 2 0 1 4

Work B R A N D I D E N T I T Y

Poli Oyster Mushroom was a brand which emphasizes

being organic and natural about their product. For this

reason, in visual language, I focus on natural color tones.

I also drawn the logo and mushroom images for visual

identity.

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C O L O R P A L L E T E

cream: #edeae5

green: #535d2a

brown: #8a6953

P O L İ M U S H R O O M B R A N D I N G

12

Storytelling with Illustration

2 ILLUSTRATIONS ONS213-14

This project is the one of my school assignment in Domus Academy in 2015. Brief is about describing ourselves in the year of 2020. We were free to do anything we want, I chose to make frames which respectively show scenes one of my ordinary day in 2020. By adhering to the minimalistic style,

I use three main colors and basic shapes for my design.

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Date 2 0 1 5

Topic My graduation thesis from Sociology was

about gender roles in the Turkish society. For

this qualitative research, we made interviews

with women. Results of the research made me

think about women’s positioning in the society

and their concerns about being safe. Therefore,

I came up with the idea of emergency bracelet

which is so simple and user friendly. The emer-

gency bracelet is basically connected with the

mobile technology. You download the app and

add people you trust and wear your bracelet. In

case of emergency, you press the emergency but-

ton on the bracelet which makes emergency calls

to the people you added and nearest police sta-

tion. Also it sends your location to them.

P E R S O N A L P R O J E C T: E M E R G E N C Y B R A C E L E T

15

3. STRATEGIC RESEARCH

STEP 1: RESEARCH

STEP 2: problem settıng

STEP 3:solutıon

STEP 4: sımılar devıcesın the market

STEP 5: swot analysıs

STEP 6: personas

41,9%

41.9 percent of women in Turkey are exposed to physical or sexual violence at least once during their lives.100 percent of participants thinks that public areas in the urban spaces are not safe.

-Feeling Safe-Human Centric-Large Selection-Better Society

-Growing need of self protection-Having investor-Social meaning-Social and political support

-Recognization of bracelet -Being on time-Wrong alarm-Similar services

-Expensive device-Reaching everyone-Removable easily-Regulations (laws)-Matter of time-Real need

In Turkey, women don’t feel safe going out by themselves especially in urban areas. When they go out, especially in the night, they have a tendency to carry protective objects with them in case of danger.

Emergency Bracelet: When women feel under the danger, they will touch the emergency button on the bracelet which will send signals to the closest police station and their family with the location information. Also, video call will start automatically when they push the button.

Any women who want to have it. Also, as a future development, family who want to have this bracelet for their children can be target group.

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In Turkey, there is one service provided by telecommunica-tion company with the aim of protection of women. But this service is based on mobile application and when you need help you need to reach your phone and shake it which sends mobile message to the people that you chose before not the police statiton.The other similar device can be emergency button which is given just to the women who is exposed to the violence from a specific person before accoding to police reports and asked for the protection.

S WO T

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T H A N K Y O U !

G E T I N T O U C H W I T H M E

I F Y O U W A N T T O K N O W M O R E

b e h a n c e . n e t / g u z i n k o c e r

g u z k o c e r @ g m a i l . c o m

V i a B a l i l l a 4 , 2 0 1 3 6 , M i l a n o , I t a l i a

l i n k e d i n . c o m /i n /g u z i n k o c e r

s k y p e : g u z k o c e r

+ 3 9 3 2 7 9 2 4 8 3 8 3