TUGFO 2024

Creative idea

The Turkish National Youth Philharmonic Orchestra is formed annually by auditioning young musicians between the ages of 15 and 21 from different conservatories nationwide. These remarkably young musicians, despite their age, perform challenging classical music pieces on the most prestigious stages of Europe with famous soloists. This dynamic orchestra breaks the “outdated” perception of classical music in Turkey and Europe. We designed the world's first typeface that can be read and written in both miniscule and majiscule to identify musicians who have 'achieved great things despite their young age' and to highlight the musical development of young composers.

Brand name: Türkiye Gençlik Filarmoni Orkestrası
Advertiser / client: Türkiye Gençlik Filarmoni Orkestrası
Product / service: Youth Music Orchestra
Campaign name: TUGFO 2024
Agency network: INDEPENDENT AGENCY
Agency: Happy People Project, İstanbul
Executive creative director: Atilla Karabay
Creative director: Şadi Akbudak
Client account director: İlkay Yıldız
Digital creative: Şevval Mert