İstanbulkart, Istanbul's 14 year old transit pass, developed into a city card with new fintech capabilities. On a mission to rebrand a product with over 10 million active users and an essential part of everyday life in Istanbul, we crafted an emotionally fueled story through the three words Istanbul’s residents needed to hear: Istanbul loves you.

Istanbul is home to over 15 million, a cultural and financial capital, and a metropol that moves at a pace that often feels overwhelming. Nevertheless, the city’s residents share a profound attachment to it that exists beyond material motivations. We turned to this unique connection when introduced to the İstanbulkart rebranding project. In surveys, people consistently reported that they loved Istanbul deeply, but felt that their feelings weren’t reciprocated. This revealed an opportunity to give the city its own way of displaying affection, which became the point of origin for İstanbulkart’s brand transformation.