The Skymark
A new Istanbul icon
The Skymark
Disciplines:
- Naming
- Identity
- Film
Overview:
We were commissioned to create a global brand for a new tall tower that would define the modern skyline of Istanbul. ‘The Skymark’ was designed predominantly to appeal to internationally aspirant Turkish buyers as well as other nationalities.
Turkish developer Eria Partners briefed us to brand and market a landmark building in the heart of Istanbul’s vibrant Levent district, and help turn a world-class building into an international icon.
Eria had assembled an outstanding team of architects and interior designers to work on the project, comprising Foster and Partners and US interior specialist Adam Tihany. This would be a building offering a combination of the city’s most sophisticated commercial space with residences offering a luxury lifestyle without compromise. The name, brand identity and campaign materials needed to be of the highest quality to reflect this.
We understood from the start that the majority of buyers would be Turkish HNWs leading international lifestyles; they would be attracted to a building that epitomised the modern face of Istanbul around the world.
To help support and drive this profile the decision was deliberately taken to give the building an English name. ‘The Skymark’ was chosen as a literal expression of the building’s status as the new architectural mark defining the city’s skyline.
The identity incorporated a symbol of the building’s design and a contemporary wordmark that also reflected a style of typography associated with Turkey.
A case-bound book and presentation pack were produced for distribution to an exclusive group of potential buyers, as well as a film celebrating both the building’s Istanbul location and lifestyle, and the aspirations of the architecture and design team to create a world-class place to live.