Arkın University of Creative Arts and Design (ARUCAD) hosted a special seminar as part of the COMM204 – Innovative Approaches in Communication course, led by Asst. Prof. Dr. Huri Yontucu. The seminar, held on April 24, 2025, welcomed Yasar Demirkent, Partner and Head of Operations at Saypr, a creative agency based in London and New York.
In his seminar titled “Scaling a Creative Agency,” Demirkent shared his journey of growing a two-person agency into an international operation working with Fortune 500 companies such as Nike, Apple, Google, and Beats by Dre. Through real-world examples, he emphasized the importance of user experience (UX), brand storytelling, and effective client communication in the creative process.
Highlighting the case of Reebok’s logo redesign, he explained how a strong narrative can revive a brand and give deeper meaning to visual identity. Demirkent underlined that impactful design goes beyond aesthetics—it requires a story that resonates.
Encouraging students to conduct research, embrace multiple perspectives, and ask insightful questions during client interactions, he also offered practical advice for navigating the rapidly evolving digital design landscape.
The seminar provided students with an inspiring, hands-on learning experience and valuable insights into creative leadership and branding in the global media and design industries.
