Remembering my “best travel buddy” and pushing myself out of my comfort zone through design and creativity

When I decided to create a new identity for Travego Firarda for its 20th anniversary, the first thing that came to my mind, even if it was imaginary, was that I had to decide what kind of music the band I would take on tour with Travego, whom I once described as my best travel buddy would make.

Although my relationship with music is mostly with the music of people who produce in pop tones, I imagined that the music produced by Frost & Sun, a band that I created by making extensive use of artificial intelligence for Travego Firarda’s 20th anniversary, would also be out of the ordinary for me.

It would be right to state at the outset that almost every element in the Travego Firarda project, which I tried to reinterpret specifically for its 20th anniversary, was a kind of departure from my comfort zone.

In addition to the fact that I paid attention to the members of the band named Frost & Sun being Northern and looking like individuals with a northern phenotype, as I shared on the images produced by Google’s Imagen 3 artificial intelligence, I was very excited about the possible results that would emerge when these people, who I imagined living in colder and harsher conditions due to climate conditions, came together with the tones specific to the people living in the south and having warmer blood in their own geography.

The basic idea behind the emergence of Frost & Sun was, in short, a northern rock band touring the Mediterranean coast, presenting the music with Mediterranean tones in their own way. Therefore, the band’s name was shaped with this motto; Frost meant “frozen” while “sun” meant the sun, and Frost & Sun would melt the ice while touring the Mediterranean coast.

When creating a visual identity as a designer related to rock music culture, we mostly use dark colors, and using palettes consisting of dark colors in this work seems like a bit of an easy way out to me. Maybe I'm wrong, I don't know.

Although the origin of these palette choices consisting of dark and dark colors is dominant in the story of the emergence of rock music, rock music's stance in a harder place compared to acoustic and pop music, the psychological effects of this stance and the symbol of belonging to the rock subculture are also somewhat.

Colors such as black, gray and dark blue are important colors used in visualizing themes that are directly related to rock and - maybe we can include metal music in this - a kind of show of power on stage, a symbol of rebellion and even passion.

When working on the communication of any brand, we make certain choices in color selection to match the expectations of the target audience. Rock music is also a music genre that adopts dark colors as an identity symbol, the subject is actually quite simple and understandable in this respect.

I actually lived on the Mediterranean coast for about ten years and currently live in Izmir, a city on the Aegean coast that is considered by some to be a part of the Mediterranean.

The Mediterranean region really has a very rich cultural diversity and the natural beauties that we encounter as people living on the coast of this sea, of course, directly affect design, architecture, music and even communication.

When we say Mediterranean, we talk about bright sun, a clear blue sea and a lively nature; a salty, humid and sometimes cool breeze blowing from the sea in the evening, accompanied by lively, light and warm music. Therefore, the color palette of the Mediterranean consists of lively and bright colors. and usually colors inspired by nature such as orange, yellow, blue, green and purple find their place in color palettes when doing works related to the Mediterranean. These colors are very good at being energetic, cheerful and full of life and evoking positive emotions.

While choosing the color for the band Frost & Sun, which I imagine as a northern music band and that wanders around the Mediterranean coast singing songs to melt the ice, the main reason I moved away from the dark color palette that I can define as conventional and traditional in rock music is actually the vision I drew in relation to the music band and the mission I wanted to impose on the band.

The imaginary music album called "Mediterranean Essentials", which I used in the band’s PR and includes northern interpretations of the most well-known songs in the Mediterranean, is also a part of this comprehensive dream. One day, I really want to spend time preparing the communication materials for this album, and who knows, maybe with the help of artificial intelligence, I will somehow be able to make you hear the music playing in my head. What a surprise it would be for all of us. :)

If I were to return to the main subject... As someone who has lived on the Mediterranean coast, I know the intensity of emotional expressions in Mediterranean music, and the colors of a band that makes music in this region should be at least as interesting as the phenotypes of the people who make up the band, and unexpectedly in a band that defines its music as Rock, in colors that create a twist.

I can explain the main reason why lilac and hyacinth purple, freshly mowed grass and pine green, sunshine yellow and pomegranate red are included in the communication of Frost & Sun's Mediterranean tour in this way.

The salmon color, which I did not mention and used most dominantly in the color palette, also comes from salmon, which is widely consumed in the band's home country, and this can be considered as a signature I have put on the design, which is related to my main profession, aquaculture engineering.

While closing the topic here about Travego Firarda and the communication I prepared specifically for its 20th anniversary, I see no harm in mentioning it again; The Frost & Sun concert tour communication example, which I developed entirely using artificial intelligence, also represents a kind of stepping out of my comfort zone for me.

At the same time, I tirelessly dream of a world where people living in different parts of the world can understand each other better and more easily using music, a universal means of communication...

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A new and versatile approach to the consumer in marketing communications

Not being a fan of excessively loud music myself, I've sometimes wished I had a tangible keepsake from concerts I've attended. This could be anything from a signed card or commemorative glass to a poster. It seems these items often represent more than just products adorned with a photo or signature of a favorite artist; they can embody a memory, a shared energy, or even a message.

While such items might have once seemed like simple fan merchandise, today, "merch" represents a significant market and a vital connection between artists and their fans, serving as a multifaceted bridge between them.

The emergence of the first merch

The modern concept of merchandise emerged in the mid-20th century.  The introduction of Beatles-branded hats, t-shirts, and bags in the 1960s sparked immense fan interest, as such items were unprecedented.  This allowed Beatles fans to incorporate not only the band's music, but also their lifestyle, into their own lives.  This trend, which subsequently spread to rock and metal bands, has now captured the attention of brands as well as cult music groups.  Merchandise occupies a dedicated category in marketing campaigns, with virtually every brand striving to create its own collection.

Regardless of the specific item, merchandise represents a visible, tangible, and even sensory (including smellable) extension of the artist's world and the identity they cultivate.  In today's context, it's fair to include digital products as well. For instance, a souvenir from a concert provides a tangible memory that transports us back to that moment, creating a deeper connection with the artist whose music we enjoy.  The photo on a card or the t-shirt we wear symbolizes not just the musician's name, but also the value and passion of our admiration for them.

Where does merchandise fit into an artist's communication strategy?

Particularly after the impact of the Covid-19 pandemic and the digital transformation of the music industry, many musicians have shifted away from releasing ten-to-twelve song albums and now focus on single releases. Consequently, generating revenue solely through music creation isn't as lucrative as it once was.  This has brought the use of an artist's name and image as a revenue stream into sharper focus, making the production and sale of merchandise increasingly important.  Looking at today's popular artists, it's safe to say that merchandise significantly contributes to their income.  These products, especially those sold during tours, can substantially supplement a musician's earnings beyond stage performances.

Merchandise as a community-building tool:

When a fan purchases merchandise, they feel a sense of belonging to that artist's community. For example, wearing a Metallica t-shirt from a specific concert or a Hard Rock Cafe t-shirt from a particular city in everyday life can facilitate connections with others who share a similar affinity for the band or venue.  Other prominent examples include BTS's Army and Taylor Swift's Swifties.  As these examples illustrate, merchandise acts as a powerful connector, uniting fans beyond the realm of music itself.

What should you consider when designing your own merchandise?

Given that merchandise facilitates direct communication and connection between artists and fans, strong design is paramount.  Merchandise should possess a distinct style and, ideally, tell a story.  The artist's musical style, personal iconography, and color palettes aligned with the album or single the merchandise is associated with are generally considered foundational elements.  Regardless of the target audience, the resulting merchandise should unmistakably identify itself with the artist.

However, merchandise production requires a significant budget in today's market, making products with broader appeal more practical. While oversized t-shirts and hoodies are consistently popular, other items like tote bags, pins, or magnets, though currently trending, might not be the most strategic investment depending on budget constraints.  Using song lyrics with eye-catching typography on t-shirts is both trendy and personal.  Furthermore, merchandise design should align with the fan base's demographics, age, and interests.  A younger audience might gravitate towards more colorful and playful designs, while a more mature audience might prefer sophisticated and understated colors.

Frankly, one of the main reasons I wanted to move Travego Firarda away from its cold gray and blue color scheme is that the organization is geared towards young people, and its focus is Mediterranean music.

Merchandise that fosters fan connection goes beyond simple items like t-shirts or hats; product materials should be of the highest possible quality.  Merchandise carries the artist's brand, and a quickly deteriorating product reflects poorly on the artist's brand value.  No one wants to see a product bearing their name and brand discarded; it's disappointing for everyone involved.  Considering that fans want to own not just an artist's music, but also a piece of their world, budget optimization is crucial for creating a positive and lasting impression.

Professional agencies for merch production

Merchandise production involves not just design, but also distribution and marketing.  Recognizing this, some entrepreneurial individuals have developed new agency models to manage this process professionally. These agencies fill a crucial gap by understanding the artist's identity and creating products that accurately reflect it.  They provide comprehensive support, from sourcing high-quality materials and selecting appropriate printing techniques to offering design expertise.  For artists with global fan bases, they also provide logistics and e-commerce solutions, ensuring seamless worldwide product delivery.

These agencies act as valuable intermediaries, tracking current trends, rapidly producing impactful merchandise, and facilitating stronger artist-fan relationships. Some even manage post-sale processes and offer customer service to maximize fan satisfaction.  This allows artists to delegate the technical details to dedicated professionals and concentrate on their music.

It's important to acknowledge that merchandise, while serving as a potential revenue stream for artists, also touches people's lives.  The world of merchandise transcends mere items; it's a network connecting music, emotions, and identities.  And perhaps, that logo represents a significant way to improve someone's life and foster a sense of belonging.

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Design of a unique descriptive indicator and successful bringing together of different cultures with a focus on music

Unfortunately, the Travego with its renewed form never made a music tour to universities, but when I decided to create a completely new image, I did not want to use the previous generation either. This would also cause a time gap between what I wanted to do and what I wanted to present.

Travego, like many other Mercedes models, has been a bus that has changed its face in 20 years, and if I was going to make it available for university students again one day, I wanted it to be with a renewed model.

The most difficult part of the job was to examine some of the design elements that determine the character of this new Travego form, which I define as a completely new energy, and to decide how to combine it with the 20th anniversary indicator. The indicator is actually like a separator here, but on the other hand, it is also an element that shows the 20th anniversary of the tour.

I was especially undecided between using the front of the bus and the glass belt on the side, and the side belt was the more dominant element on my side in this regard. Because – in my opinion, unfortunately – the Travego’s current form shares a similar face with its little brother Tourismo and cousin Actros, so it wouldn’t look very original, just for the sake of it, so I created a 20th anniversary indicator by cutting off the bus’s ribbon above the windows and combining it with the number 20.

More Mediterranean music from the North

Until the year the Travego Firarda project ended, the predominant colors used were shades of black and gray, which are also Mercedes’ corporate colors, and sometimes electric blue and sometimes orange. Frankly, my biggest motivation before starting to develop this project was to step out of my comfort zone and use different colors, both for myself and in these communication materials.

I actually chose the colors you see in this work for the second time. The first ones I chose were duller and pastel tones, and dark colors just like in the first project. Yes, the band’s name says “Frost”, but on the other hand, they are performing the tour in a country in the Mediterranean, so I really liked including colors like orange, red, yellow, purple and green here, making it a bit more Mediterranean.

We caught it from the very beginning, but I am saddened that today’s university students have lost touch with the concept of the spring festival. It may seem unfair to some to remove a project that was initially conceived and implemented for university students from universities and make it more “urban”, but it is true.

Can such events be held for universities under today’s conditions? Maybe, but I don’t want some beautiful things to remain in the depths of history. I hope that we will have the opportunity to see events like Travego Firarda on university campuses again and that young people will have the opportunity to watch the bands and artists they love listening to on these stages.

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Getting help from artificial intelligence in brand / band name and image creation

My relationship with Travego Firada began with a website, travego.org, which I founded during my third year of university to connect bus travel enthusiasts.  This, of course, requires me to recount my first encounter with a Travego.

I believe it was a rainy day, and I was waiting for my bus to Ankara at the Mezitli branch of Mersin Vif.  A small, trifold brochure for the new, first-generation Travego caught my eye in the waiting room. I wondered if I would ever travel to Ankara in one of these new buses.  A few days later, İlhan Ağaçlı, the owner of the transportation company at the time, gave me a framed poster, a promotional item featuring a metallic bus against a black background.  That poster hung on my wall for a long time, both in Mersin and later in my Ankara home.

My first Travego journeys, between Mersin, Ankara, Istanbul, and Izmir, inspired me to create the website. I was working at the time, and the morning after a round trip to Ankara on a pearl white, Turkish-market-specific Travego 17 SHD (license plate 68DS266 – I’ll never forget it), I registered the domain.

Travego became a wonderful travel companion, and I met many people thanks to it.  In fact, the primary reason I decided to relaunch the communication surrounding this event, in a modern format for its 20th anniversary, was that it facilitated my meeting with the Mercedes team, which may have been the first time I earned money in a meaningful way.

In 2008, I traveled to the Mercedes-Benz Hoşdere Marketing center in Istanbul with a friend, and that’s where I met the Mercedes-Benz bus marketing communication team. They were incredibly welcoming, listened to our ideas, and provided all the support they could at the time.  Though most of the team members have moved on to other roles, we’ve remained in contact.

You might remember the forums. We created one for travego.org, and intercity bus photos were a shared passion. We held competitions, trying to spot and photograph newly commissioned buses, vying for the “honor” of being the first to capture them.  When someone mentioned "Travego Firarda" in the forum, I checked it out on Facebook, which I used extensively then, and that's how I was first introduced to the event.

AI-powered brand / band name design

For a comprehensive design, I first needed a band image. Initially, I considered using an existing Turkish band, but realized this could potentially lead to problems down the road.

While this project could easily be labeled as fan art, existing bands all have established brand identities.  It’s uncertain whether they would participate in such a creative endeavor, and they might simply decline.  I could have chosen bands that had previously participated in the tour, but that would necessitate respecting their decisions about future involvement. Therefore, I opted for an AI-driven design approach, which has become increasingly prominent in our digital lives, especially since 2023.

"Frost & Sun" is both a band name and a brand that embodies contradiction.  Having a good grasp of the current state of universities and the concept of spring festivals, particularly within a Mediterranean university context, I envisioned this concert featuring Mediterranean music, but performed by artists from more northern regions.

Consequently, I experimented with numerous queries across ChatGPT, Aria, CoPilot, and Gemini.  The idea of juxtaposing "frost," meaning frozen water or ice in both Norwegian and English, with "sun," which melts ice and dispels cold, seemed compelling. ChatGPT provided a close approximation of this concept, which I then developed further.

AI-supported image design

We all understand that the musicians are as crucial as the music itself, and bands are typically recognized and marketed as a collective.  Travego Firarda has toured with bands since its inception, and I wanted to maintain this tradition in the brand communication I developed for its 20th anniversary.

Instead of using existing photographs of people, I used various prompts with different AI engines to create the characters.  Of all the images, only the Travego image originates from a real photo and expands within its own universe.  Leonardo.ai and Google's Imagen3 text-to-image AI engines were the tools I employed for this stage, and the final characters were those generated by Imagen3.

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