Artepera: The Transformation of a Three-Generation Legacy into a Modern Brand

Askon Demir Çelik, a company that has been active in the steel industry for three generations, has created a new brand, Artepera, by combining traditional manufacturing culture with modern design principles through an innovative approach. This transformation is a story of creating a unique brand by blending manufacturing strength with design.

The Foundation of the Brand: Target Audience and Value Propositions

Artepera’s brand journey began with a precise definition of its target audience. Interior designers, decoration enthusiasts, and design aficionados were placed at the center of the brand’s target audience. The key value propositions offered to this audience include:

• Aesthetics and Functionality: Innovative designs shaped with CNC technology.
• From Local to Global: A philosophy that captures global decoration trends through regional production.
• Customization: Tailored solutions based on customer needs and expectations.

Market Research and Naming

A comprehensive market analysis was conducted during the brand creation process:

• Strengths: Centuries of production experience and technological infrastructure.
• Weaknesses: Limited market access due to traditional manufacturing methods.
• Opportunities: Increasing demand for customized designs in the decoration sector.
• Threats: Global competition and rapidly changing design trends.

Based on this analysis, the name that reflects the brand's spirit was chosen: Artepera. This name, combining "art" (arte) and "iron" (pera), symbolizes the company’s roots while focusing on design and the future.

Building Blocks of the Brand: Design and Communication

Artepera's journey went beyond just creating a brand. An internal design and e-commerce team was established to build a sustainable infrastructure. Additionally:

• Collaboration with Third-Party Designers: A special collection created with Kunter Şekercioğlu was a significant step in reflecting the brand’s aesthetic vision.
• Collection Management: Styling, photography, and catalog design were carried out to present collections in an impactful way.
• Corporate Communication: Artepera made its mark in national decoration press, distinguishing itself in the sector.

Brand Promotion and Events

Artepera became a significant player in the industry through events and academic collaborations:

• Participated in platforms like Tomtom Designhood and Mimarşiv with booth designs.
• Collaborated with design departments at universities, inspiring young talents.

Today’s Artepera: A Leading Brand in E-Export

Today, Artepera holds a strong position not only in the national market but also in international markets. Its accreditation by the Ministry of Industry and Technology as an R&D and Design Center further solidifies the brand’s innovative approach.

During Pi Design’s consulting process, Artepera evolved into more than just a brand; it became a vision that adds value to the world of decoration. This journey is a success story that spans from tradition to the future.

×

Kapat