Launched in 1951 and present in different sectors like finance, automobile, construction, tourism and media, Doğuş Holding is a Turkish group and is part of the most influent corps in the country. With more than 290 companies and 50 000 employees, Doğuş operates in 30+ countries across 4 continents, and has the ambition to become a global powerhouse and to diversify its services.
Facing aggressive and ambitious competitors, it was important for Doğuş to start reflecting today’s modern Turkey. The group chose to trust CBA to work on a new contemporary, human, and dynamic visual identity, in phase with the positioning of the brand, imagined by the agency as well.
Doğuş positioning “Enlightenment & Progress”, imagined by CBA, became its signature. It evokes the radiance of the group thanks to a metaphor with light as a source of inspiration and energy, revealing the very best in each project and contributor.
Its identity has been entirely rethought, with a logo symbolizing the sun, declinable in various colors according to the different Doğuş activities (11 in total), a graphic chart and a unique design ensuring the homogenization of the brands under the group’s name.
Doğuş’ desire of internationalization explains why it chose to collaborate with CBA, international agency that made its different offices work on the project, for a result influenced by the diverse cultures of the agency and so in accordance with the image Doğuş wants to reflect.