Maru Branding — Selim Unlusoy / Creations + Collaborations

SELIM UNLUSOY
Creations + Collaborations

V16.6/ITA

Selim Unlusoy is the Global Head of AI at LePub, one of the most awarded creative agencies in the world. He leads a multi-disciplinary team exploring how intelligent systems can expand the boundaries of storytelling, design, and cultural influence.

A keynote speaker at events including TEDx and SXSW Sydney, and a member of The Italian Association for Artificial Intelligence (AIxIA), Selim examines the evolving relationship between humans and machines—not just as tools, but as new cultural actors shaping how we think, feel, and create.

With more than 100 international awards to his name, including Italy’s first Innovation Lion at Cannes Lions International Festival of Creativity, his current focus is on behavioral engineering, synthetic creation, and the future of human expression in the age of AI.

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selim.zip

09 BRANDING / MARU ARCHI.TECHNOLOGY

DOC 234—34/2

DEUS: 088/26812—81
REX-13: 978-0882681/283

Agency: Ogilvy & Mather Istanbul
Executive Creative Director: Selim Ünlüsoy
Art Director: Mehmet Demirel
Business Director: Murat Derman
Account Executive: Gizem Piroğlu
Producer: Fulya Akay
Director: Baran Baran
Producer: Ali Devrim Şengel
App Developer: Onur Acun
Strategic Planning Director: Pelin Aydın
Typographer: Taner Ardalı
Producer: Hakan Pamukçu

A modular branding system that goes with the brand. The isometric grid gave possibility to be scanned like a QR code through OCR and readable with the unique typeface that is developed on the platform.

INTRODUCTION/ Maru means “perfection” in Japanese and the architectural firm that took their name from, is out to do nothing less than that. Having patents around the globe, Maru gave us a new perspective on how we look at the buildings we spend most of our lives in. Ultimately, this notion reflected on the branding work as well. We wanted to create a look that is modular, simple and applicable to be able live up to it’s name. Below is the early explorations on the relationship between the grid and the elements that live on that grid. Recommended soundtrack as you go through the work - Everything in it's right place - Radiohead

ALPHABET AND NUMBERS / After settling down the 5 piece isometric grid, we realised that we can create legible numbers and the whole alphabet within the system. That of course, gives room for further personalisation and customisation of stationary assets like business cards and name plates as you’ll see as you move further on.

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