Istanbul Ulaşım A.Ş. is an affiliate of Istanbul Metropolitan Municipality and one of the rare global companies equipped with the technology to manufacture a “Domestic Tramway”. The company had manufactured a few prototypes before and was about to manufacture the latest one. It was in need of a positioning and brand strategy.


As GMB, we conducted an ethnographic research, making use of in-depth interviews with company professionals and stakeholders. We shared perception problems and solution offers with the client, after which, we named the Tramway by “ISTANBUL” and defined the corporate and non-corporate marketing strategy.


The first domestic tramway was launched under the brand of “Istanbul” and was proudly put into service on the city’s streets.

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