Killed Concepts
Mavi – Izmir
İzmir, my hometown, has a distinct accent and a rich collection of local expressions. This project was created to celebrate and preserve that dialect, which is both unique and playful.
My role in the project was copywriting rather than design, although I did create some early concepts that were ultimately not selected.
Translating these expressions into English is not straightforward, as much of the humour relies on wordplay. I’ll still try to give a sense of it.
One example: “Gevreğe gevrek denir, simit yüzme bilmeyenler içindir.”
A rough translation would be: “A gevrek is called gevrek, and simit is for those who can’t swim.”
Not very clear, right? Here’s the context. In Turkish, “gevrek” is the word used in İzmir for what is commonly known elsewhere as “simit.” However, “simit” also has a second meaning: a life ring. The joke plays on this double meaning, suggesting that people who say “simit” must need a life ring. It’s a local linguistic pride thing, and even some Turkish speakers outside İzmir miss the joke entirely.
The project sparked strong reactions. Many people in İzmir and across Turkey loved it, while others strongly disagreed with it. That tension was part of the appeal.
The first designshowcased received over 5,000 likes and more than 3,500 shares on Facebook within the first 24 hours.
Copywriter: Ozan Tortop
Graphic Designer: Ali Gulec (T-Shirt designs of Cupra, Kumru - Female)
Design Studio: RDB Creative Group (T-shirt designs of Domat, Kumru - Male, Gevrek)
Client: Mavi
Graphic Designer: Ali Gulec (T-Shirt designs of Cupra, Kumru - Female)
Design Studio: RDB Creative Group (T-shirt designs of Domat, Kumru - Male, Gevrek)
Client: Mavi
