The word Kale directly translates to “castle” in Turkish. I used this meaning as the foundation of the visual system. Instead of keeping the castle icon in the logo as a stand-alone mark, I expanded it into a modular graphic language. I then led the development of custom isometric pieces inspired by the top view of Kale’s Brutalist headquarters, turning their architecture into building blocks. The key art was completed with a custom isometric typeface that united all elements into one structure.

To speak to students and young professionals, I designed a poster series built around gamification. The visual language borrows from adventure games, where growth unfolds level by level. Paths become missions, challenges become milestones, and progress is mapped step by step. The system reflects how Kale gives young talent room to advance with intention and become a legend in their own career story.