Visual Brand Design Portfolio by Elif Tuna

Elif Tuna / Selected Works

2019

2022

Portfolio Visual Brand Design

About Me

Hello! My name is Elif Tuna and I’m currently doing masters on Visual Brand Design in Domus Academy, Milan. I completed my bachelor degree in Industrial Design at Istanbul Technical University.

Visual Brand Design Portfolio

Interested in designing creative branding solutions I put emphasis on research and learning, to get to the bottom of things, before solutions take shape. Recognition 1st Place in Danone Vitasnella Rebranding 2022 / Domus Academy & Danone, Vitasnella Rebranding Workshop

2nd Place in IMMIB Industrial Design Contest

2020 / IMMIB Industrial Design Contest, Professional Category

eliftuna99@gmail.com +39 320 056 31 11 Milan, Italy

Projects

Contents

Visual Brand Design Portfolio

year: 2022

02 year: 2021

03 year: 2022

Vitasnella Rebranding rebranding, packaging design, retail activation Danone & Domus Academy / Workshop Winner

All Dreams Stopped editorial design, transmedia Domus Academy

Borgo Panigale Experience identity design, exhibition design Domus Academy & AKQA & Ducati

04 year: 2020

05 year: 2019

06 year: 2020

Deeply High Logo Ideahatlon logo design Istanbul Technical University & Lübeck University / Finalist

Annemin Unuttuğu Masallar logo design, book cover design Istanbul Technical University

Maskı concept development, product design, rendering IMMIB 2020 / 2nd Award Professional Category

Vitasnella Rebranding

Packaging Design & Rebranding

Packaging & Visual Design, 2022

Vitasnella is a yogurt brand by Danone, focusing on women customers. After their recent rebranding, Vitasnella had low impact on shelves. Users were not able to spot the packaging, differentiate between ranges and the brand identity was lost. The aim of our rebrand is to increase visibility on shelf and create an emotional connection with users. Project Details: Teamwork My Role: I was in charge of primary and secondary research, and worked on packaging; mainly visual elements. Collabration with:

Workshop Winner

Vitasnella Rebranding

Primary & Secondary Research Positioning Map

Interviews

Based on brand imagery map with users and social media research I saw that Danone brands; Actimel, Activia are focused on specific, direct health benefits, and HiPro is seen too artificial.

Packaging Design & Rebranding

Functional Sabrina, 19, Bologna “I look for more protein less sugar ones. 0% fat does not matter.“

Celeste, 24, Belvedere Marittimo “I feel like trying new dairy products if they are more natural“

Irene, 21, Parma “I take inspiration for recipes from my grandmother and instagram “

Trend Analysis

Industrial

High Protein Products

Natural Fat / No Added Sugar

Transparency in Ingredients

popularity of high protein foods and beverages rises

Users go for natural products rather than arficial and processed

transparency of ingredients is high on the customers mind

Natural

Indulgent

Vitasnella Rebranding

Concept

Sisterhood

Packaging Design & Rebranding

Stories

Insight

Manifesto

1.To make Skyr and Cottage Cheese hero products as high protein range. 2.Building an emotional connect with the customers to increase brand loyalty.

“Vitasnella is a brand that links different generations, talks about experiences of women and passes stories regardless of their age”

Opportunity Making Vitasnella a manifesto brand that builds emotional connection and trust with women of all ages through narration, humanization and stories. Sisterhood, sharing stories and self-care are the brand values.

Self-care

Vitasnella Rebranding

Visual Design Visual Style

Packaging Design & Rebranding

Market Pro

One of the main concerns was differentiating between frutta di pezzi and vellutato yogurts. To solve this we made use of different placement of spoons as well as fruit pieces.

High Protein Range Label

Single Yogurt Cups

Danone S.P.A. Via C Farini, 41 Milano

SERVIZIO CONSUMATORI

800-804037 www.danone.it

Yogurt Range Label

C 100 M 87 Y 12 K 2

Packaging Design By using brush stroke in all ranges to we designed consistent branding and high visibility on shelves. We used wooden cutlery for natural feel and real imagery for taste appeal. To communicate brand values team members placed messages inside lid.

C M Y K

77 89 7 1

Vitasnella Rebranding

Visual Application

Packaging Design & Rebranding

Final Design

The challenge was to provide a consistent look for different products and to overcome low visibility on shelf. By using brush stroke in all ranges we overcome the low visibility and provided strong branding across ranges. We aimed solving the problem of confusion between yogurt ranges through using different number of spoons and different image composition between vellutato and frutta di pezzi.

Packaging Design & Rebranding

All Dreams Stopped

Editorial Design & Transmedia

Editorial Design & Transmedia, 2022

The brief was designing an 12 page editorial on inclusivity and diversity with relation to blockage on the law against homotransphobia in Italy at October 2021. As our topic we choose woman rights, specifically loss of education and woman rights of Afghanistan women due to Taliban takeover in August. Project Details: Teamwork My Role: I was in charge of selecting the topic, setting the visual tone and editorial design. Collabration with:

All Dreams Stopped

Research Topic Selection

Visual Direction

Under inclusivity and diversity theme, I selected the loss of women rights, specifically loss of education and woman rights of Afghanistan women due to Taliban takeover in August.

To visualise the “various stories about Afghan women”, we focused on collage style with elements of graffiti. Our work reflects the taboo for the women. Graffiti is considered as “not the fine one”, for most. So as the Afghan women. They can not be themselves, can not expose themselves as they are, as well as graffiti. Both have to be hidden.

Editorial Design & Transmedia

Message

“Afghan women’s life under Taliban’s rule”

Goal To briefly inform and raise awareness to the issue.

Tone of Voice & Visual Story Collaging various stories told by the women who experienced the difficulties.

Content We gathered the information related to our topic from news, documentaries and interviews. To express women’s persosal experiences we used real quotes from interviews. We assorted 4 focus points for our content. 1. Loss of Education 2. Girls treated as properties 3. Life under the Taliban’s control 4. Before the fall

BONELESS for titles

Adelle Regular for text

All Dreams Stopped

Visual Design Flat Plan

Editorial Design & Transmedia

We decided to arrange the content pages alternating with double spread. With this page order, the spread pages would shift the reader’s attention from text to the photos and visual message.

Cover We designed an outer cover blocking us to see inner covers. The cover represents the Taliban’s ruling and obstacles that block women from their dreams and possibilities. The word “Us” on the back cover represents our story tellers.

On the inner cover we chose the fearless girl from Wall Street because she represents female empowerment. On the front, she turns back to the reader, looking at her dreams. On the back inner cover, she faces the reader.

All Dreams Stopped

Final Design Transmedia

Editorial Design & Transmedia

QR code on back inner cover linked with our podcast channel “All Dreams Stopped”. Podcast channel provides in depth information about the issue to raise awareness.

Editorial Design & Transmedia

Borgo Panigale Experience

Identity & Exhibition Design

Identity & Exhibition Design, 2022

The brief was to design a proposal to improve the existing Ducati Museum experience located in Borgo Panigale by aiming the following goals; audience engagement:, audience development and business development. The main goal of our proposal is to drive the younger generation to visit the Ducati museum to reach new targets. Project Details: Teamwork My Role: I was in charge of research, concept development and exhibition space design. Collabration with:

Borgo Panigale Experience

Identity & Exhibition Design

Research Customer Journey Map

Current Target

We chose the museum for our experience concept as it had more pain points than other steps of the Borgo Panigale experience.

The current target is; Ducatists, Motogp fans, Two-wheels passionate, Students & schools, Tourists, B2B, Local institutions.

Gift Shop

The Factory

The Museum

Exit

- The gift shop was underwhelming - No MotoGp merchandise

+ Seeing and hearing the motorbike testing

- Not feeling excited - Couldn’t hear the sound of engines - Felt like an art gallery - Not much information on racing

+Taking pictures with the bikes -Not feeling interested in learning more

New Target

Museum Trends

Hybrid Spaces

Museums and Gaming

Embracing NFTs

museums provide multisensory immersive experiences (AR/VR )

museum and games collabrate to lure young audiences

NFT emerges as a new potential to monetize for cultural instutions

We decided to target Younger generation (25 and below) as museum trends were really related to young customers and the young customer will be the Ducatisti of the future. Main Target: Younger generation (25 and below)

Secondary Target: Ducatists

Borgo Panigale Experience

Identity & Exhibition Design

Concept

Insight

Ducati by You

1.Target right now is majorly the Ducatisti and Motogp fans 2.Museum should offer more interactive and emotional experience 3. Ducati sound is iconic, which is missing in the museum

“An option for humanizing Ducati and invoke a sense of belonging through videogames and customization”

Opportunity Driving younger generation to visit Ducati museum by using customisation and video games. Creating meaningful and memorable experience in museum and after the visit with multiple touchpoins. Opening a new revenue stream for museum with merchandising

Borgo Panigale Experience

New Customer Journey Before the Visit

In the Museum

Customize and personalize 3 of the most loved motorbikes and 1 historical bike, representing the brand’s heritage, through museum app.

Visit the museum to see the bike of your dreams come to life by 3d projection mapping. Based on your color choice get a base track.

Bike Customization

Sound Customization

Bike Visualisation on 3d model

Base Tracks

Add Ducati’s iconic engine sound to this base track by rotating the handles of bike model. Create your music video with your customized bike and song.

Sound Visualization

Identity & Exhibition Design

Pop

EDM

Rock

Metal

Classical

Rap

App Video: https://bit.ly/3vbvN6O

Customized Song:https://bit.ly/3upzDJo

Interactive Screen

Borgo Panigale Experience

Exhibition Space Bike Visualisation

Sound Showers

Identity & Exhibition Design

Physical motorbikes enable the visitors to touch and feel their designs. Cameras record the experience.Visitors can get this video with their customized bike and sound by email. The museum will keep in touch to update the visitor about exciting museum news.

Interactive Screens Sound Showers

Back drops Cameras

Street Fighter

MH900e

Borgo Panigale Experience

New Customer Journey After the Visit

Gift Shop

Postcards have an element of nostalgia and can be very personal. It will be given for free in the museum which in turn the user uses the app to make it interactive.

1:15 scaled white models of the 4 bikes will be instantly available in gift store. Visitors can print out stickers of colours they customised their bikes in.

Visitors can buy a NFT package with all their customised designs; motorbike, song, engine sound. This NFT is given with a Vinyl to bring a physical dimension

Visitors can use their bike to play online video games like Ride 4 or MotoGP’22 (Collaboration options with an Italian game developer Milestone SRL.)

Scaled Bike Model

NFT Package + Vinyl Record

Video Game Collabration

Identity & Exhibition Design

AR Postcard

Video: https://bit.ly/3KaT1OH

Video: https://bit.ly/3upzDJo 19

Identity & Exhibition Design

Deeply High Logo Ideahatlon

Team Deeply High Logo Ideahatlon

Logo Design

Logo Design, 2020

Team Deeply High represents Istanbul Technical University (ITU) and Technische Hochschule Lübeck (THL) in Solar Decathlon Europe 2021 competition. It is a competition that challenges teams to design and build highly efficient and innovative buildings powered by renewable energy across the world. The ideahatlon was held by both universities to design the Team Logo and to create team’s identity. Our design was among the 4 finalists. Project Details: Team Work My Role: Concept, Logo Design Collabration with:

Finalist

Deeply High Logo Ideahatlon

Concept

Sustainable

Core Values

Logo Design

Team Deeply High is an architectural construction team formed by ITU and Lübeck University. Team is focused on sustainable urban development. Their slogan is “We are deeply concerned by urban sustainability, aware of high sustainable quality.”

Concept Considering teams core values, we determined the notions “deep” and “high” as main focus. As our base visual element, we choose tree figure which is one of the most familiar sign of the sustainability concept. High

Deep

Deeply High Logo Ideahatlon

Logo Design Logo Concept

Logo Variation

Typography and Color Palette

Gotham Medium

Spacing

Gotham Light

PMS 2421 C CMYK 75, 0, 100, 10

Logo Design

The tree symbol reflects sustainability while roots reflect the depth and branches reflect the heigth. Combination of various parts conveys the diverse spirit of team. Color palette emphasizes sustainability.

PMS 1615 C CMYK 0, 66, 78, 50

y/3

Deeply High

PMS 296 C CMYK 0, 0, 0, 100

Deeply High Logo Ideahatlon

Visual Application Final Delivery

Logo Design

We delivered two variations of the logo one for the name “Depply High” and one for the “Team Deeply High”. Our design was chosen as one of the 4 finalists of the ideahatlon.

Logo Design

Annemin Unuttuğu Masallar

Logo & Book Cover Design

Logo and Book Cover Design, 2019

The brief was to design book covers under an umbrella identity, including a logo design for the collection namely “Annemin Unuttuğu Masallar”. It is a Youtube series of improvised fairy tales by Melikşah Altuntaş, writer and editor. I designed the logo for the series, illustrations for 4 book covers and layouts as well as a collection item. Project Details: School Project, Indiviual Collabration with:

Annemin Unuttuğu Masallar

Logo Design Concept

Typography and Color Palette

Logo concept was inspired by the name of the series. Which meant “Tales My Mother Forgot” as the Youtube series tales had missing parts. I focused on this and reflected this as a book without pages.

Bebas KaI Regular

Logo & Book Cover Design

PMS White CMYK 0, 0, 0, 0 PMS Black 6C CMYK 100, 79, 44, 93

Spacing

Visual Application

Annemin Unuttuğu Masallar

Cover Design Tone of the Series The covers express the story while giving hints, not only the content but also the message and the genre. Illustrations on the cover reflect a scene from their story, such as the moment where the giant passes the gate.

Logo & Book Cover Design

MYSTERIOUS

DARK

SImple

Elements Flat geometric illustrations on the cover follow same color palette to create an umbrella identity for the series. Back cover illustrations reflect the scene with a single element. Serif typography for titles creates contrast and reflects that the books are targeted to adults.

Annemin Unuttuğu Masallar

Visual Application Final Design

Logo & Book Cover Design

I delivered 4 book covers, a logo for the series and a tote bag as collection item designed with back cover illustrations. At the final delivery owner of the series, Melikşah Altuntaş came as invited contributor.

Logo & Book Cover Design

Maskı

Product Design, 2020

Product Design

The brief was to design a metal product for Covid-19 for IMMIB Industrial Design Contest 2020. My product Maskı is designed for reminding users to wear a mask everytime they leave the house. With its key chain hanger and mask dispenser functions, Maskı is designed to make life easier for users in pandemic.

Project Details: Indiviual Work Collabration with: 2nd Award Professional Category

Maskı

Concept Problem

Product Design

Keys, wallets, phones are items that we all check before leaving the house. With pandemic, face masks have taken its place among these basic items. Yet most of us don’t realize forgetting it until we see masked people on the street.

Concept Combining mask dispenser and key rack for reminding users to take their masks everytime they leave home and make their life easier in pandemic.

Ideation Designing a single body to be produced from laser cut and bending to ease production, lower cost and make use of metal manufacturing methods.

Moodboard Design objectives; clean, ergonomic, multifunctional

Maskı

Final Design

Product Design

Form Open on both sides, Maskı enables users to place and remove mask boxes easily. Slightly angled top surface allows to put items like glasses, envelopes and coins.

Manufacturing Method Laser cutting and sheet metal bending allows it to be produced in small numbers. It doesn’t require any assembly other than two screws for wall mounting.

Final Product

Product Design

Elif Tuna / Visual Brand Designer

eliftuna99@gmail.com +39 320 056 31 11 Milan, Italy

Lets work together