Background
Turkcell is a converged telecommunication and technology services provider, serving its customers with voice, data, TV and value-added consumer and enterprise services on mobile and fixed networks. Turkcell’s target has been to become an integrated communication and technology services player in the region, operating a converged mobile and fixed network platform and offering a wide range of innovative products and services.
Being the leading digital operator in Turkey over 1500 stores, Turkcell asked CBA to work on its retail design via putting customer experience at the heart, to maket he Turkcell stores convey it’s being “the” digital innovation leader.
True vision
Project aimed to secure a consistency in terms of look and feel among all the brand communication areas, for an improved customer experience. The visual identity system for in-store was developed via merging high end technology with sincere service, enabling a flexible consistency.
Creative expression
Based upon the strategic approach developed by CBA, the brand idea for the project was defined as “Sparkling Network” for Turkcell.
In Sparkling network concept, the integrity among all the stars (points) represent the connection between human and technology, human and data and among the people themselves. And the connecting light, called as the “Guiding Light” represents Turkcell, in line with the brand’s message “Turkcell does not only get you connected, but also helps you to find the right solution via enlightening and guiding your way” This is the reference point of the in-store visual identity system.
In line with the visual identity system, graphical elements such as shapes, colors, typography and tone of voice have been developed , the design principles of in-store and other communication channels have been idenitified and stations within the store are assigned to specific customer needs.
As a result now Turkcell store do have:
- A design allowing more product display and more experience areas
- An improved customer experience with more technology and high end services
