Collars vs Colors – Levent Dokuzer
Wherever you are, you carry a responsibility when you are a part of creative industries. It is to be open to continuous advancement, to find the courage to be yourself, and to be the one who opens doors to novelty with your unique touch. Different journeys that reach from fashion to art, from niche audiences to large ones, require individuals who have the courage to be themselves. This is a great teamwork, the success of managers who can be brave, an extraordinary step that falls into the minds of free spirits who have the courage to create… Whatever the story is, creating a brand indicates signs of courage, maintaining a brand indicates an understanding of the audiences, communicating a brand indicates never losing your imagination. When all of these blend seamlessly, collaborations that tell impressive stories emerge. Either a product or an experience, no matter what the story you build them on, can only exist as much as your courage and discipline. During a time when an abundance of questions about brands and creativity occupy minds, we ask our questions to some people who we believe reflect discipline and creativity in a perfect balance in business life. Although they operate in completely different industries, their courage, discipline and endless passion for innovation underpins their success stories.
DUYGU What triggered your introduction to the world of arts and culture?
LEVENT Growing up in a dynamic city like İstanbul, increased my desire to experience art, not only as the viewer but also from the creative perspective. While my interest in arts and culture events expanded through alternative and underground organizations, my passion for travel also played an important role in my life. I had the chance to travel the world by working on cruise ships for a while, and during this process, I experienced different cultures and improved my language skills. I started with daily jobs such as interpreting, providing guidance and artist management, but in the meantime, my crisis-solving skills were noticed and I happened to take a professional step into the arts and culture industry.
I started my career at Pozitif. I became aware of the power of art that can unite people and create unforgettable moments. This discovery offered me a purpose in life rather than a job, and I’ve been involved in the arts and culture industry for almost twenty years. Today, I’m working at Zorlu PSM in order to introduce all kinds of art to wider audiences, and to contribute to the industry through next generation events. Being able to be a part of the value that art offers to society and contributing to this is a journey that I still continue with the same excitement and passion.
DUYGU Creating a brand or maintaining it – which one is harder?
LEVENT Both creating a brand and maintaining its sustainability have challenges of their own; however, I think it is a more complicated process to create a sustainable brand identity in the long run. Creating a brand starts with building a story with exciting, innovative ideas. Though keeping that brand dynamic, inspiring, and reliable – which means earning a permanent place not only in the market but also in people’s minds – requires a truly multifaceted effort.
Remaining a brand requires constant improvement and adaptation skills. For example, in an arts and culture oriented platform like Zorlu PSM, in order to maintain and expand the brand identity, it is necessary to be open to novelty, monitor the changing dynamics of society and establish a deep connection with the audience. While technological advances, audience expectations and cultural trends are rapidly changing, adapting to these changes and preserving the brand value without losing touch with its essence requires establishing a creative and strategic balance.
DUYGU How can a brand break boundaries and influence the decisions of individuals?
LEVENT If a brand wants to break boundaries, it needs to be involved in people’s lives not only by offering products and services but resonating with them at the same frequency. I mean, in order for a brand to influence people’s behaviors, it needs to offer a “meaning” from within life. It means sharing their passions, interests, and values. For instance, organizing a concert or an art event, Zorlu PSM goes beyond being merely a venue and becomes a part of people’s social lives. When people come to an event, they don’t just watch the show; instead, they have an experience where they express themselves, socialize and be part of a community. If a brand can create such a meaning in an individual’s life, it ceases to be just an option, and becomes a “lifestyle” instead. This is why our motto has been Let Your World Change for some time.
DUYGU How important is it to be creative for a brand?
LEVENT For a brand, being creative is one of the most powerful ways to stand out from the crowd and differentiate itself from competitors. Creativity is critical not only to attract attention, but also to keep people loyal to the brand in the long run. Today, people are looking for not only a functional product or service, but also exciting, innovative, and inspiring experiences. Therefore, creative brands earn a more permanent and influential place in people’s minds. As a brand that navigates the arts and culture sphere, when we aim to make our events unforgettable with creative touches, both the shows and the atmosphere we present at large transforms into an unusual experience. This approach allows the brand to transcend the notions of “venue” and “service”, and transform into a lifestyle and experience platform. This creative vision establishes bonds between people and the brand, and also plays an effective role in their preferences.
DUYGU What sensitivities should a brand watch out for, in order to remain in the field of arts and culture?
LEVENT Being able to remain a brand in the field of arts and culture is only possible by capturing the audience in different areas of life, rather than merely offering quality content to the current viewer. It is becoming important for brands to appear before the arts and culture consumer not only in their main fields of activity but also in different platforms and spaces. Therefore, by expanding the boundaries of the brand by taking part in organizations such as, digital projects, exclusive events, creative collaborations, we can carve out a more significant presence in the audience’s lives. This is exactly where we are currently making the most effort, practically what we are “fighting” for: infusing all areas of life with arts and culture, making people feel closer to art by encountering them at unexpected moments. In this way, we turn the brand into a “platform” and leave a permanent mark on the audience’s lives.
“With technological changes, expectations of the audience and cultural trends are rapidly transforming, adapting to these changes while maintaining brand value without losing its essence requires a creative and strategic balance.”
DUYGU How is it possible to be a trendsetter instead of following the trends?
LEVENT Being a trendsetter rather than a trend follower is only possible with a strong vision and a creative team that will bring this vision to life. In order for a brand to be a trendsetter, it needs to be able to look beyond its own circle and be open to innovative thinking. At this point, working with a creative, dynamic team incorporating different perspectives is quite valuable. Because trends are created through the conjunction of various talents and perspectives, rather than being born from a single idea. In addition, in order to establish a strong bond with the audience, it is necessary to be able to analyze their expectations well and to foresee the future along with the present. The contribution of an effective team in this process of anaşlysis and foresight is that it carries the brand away from the ordinary, towards a position
of novelty. Supporting the free flow of ideas within the team and developing these ideas within a strategic framework are among the elements that increase the brand’s power to create trends.
DUYGU Zorlu PSM is a great influence in driving not only İstanbul’s but also the whole country’s arts and culture agenda. In this sense, we would like to hear more about your projects
in theater and performing arts. Can you tell us the story behind this renewal, and of being the pioneer of progress?
LEVENT Right from the start, Zorlu PSM has always aimed to become a platform that not only keeps pace with but also shapes the rhythm of arts and culture, not only in İstanbul but across Turkey. Our work in performing arts and theater is one of the strongest reflections of this mission. We not only stage local and global productions on the Turkish theater scene, but also constantly introduce different experiences to the audience with original productions and innovative approaches.
DUYGU Why would a brand need to center its content around influential personas although it is the element with the largest sphere of influence?
LEVENT I believe a brand can have broad influence but today, influential personas convey the brand’s message in a more personal and engaging manner. People can often relate to a story or idea more easily through real people, so brands aim to make their messages more sincere and accessible by involving influential personas in their content. We also utilize this approach in our programs and internal productions actually. On our own stage, we introduce either globally renowned individuals or artists and thought leaders who inspire local culture, and make their stories visible.
DUYGU In this age when content is everything, how can a brand transform its products into content and remain original?
LEVENT In this day and age when content is everything, in order for a brand to transform its product to content requires placing it at the heart of storytelling, elevating it beyond a “product”. In order to transform its product into original content, a brand must first determine its value, purpose, and its meaning it delivers to the audience. This approach allows the product to transcend being a simple object or service and become a source of inspiration or an experience that enriches people’s lives.
The success of this process depends on working with a robust team. Team members of diverse disciplines can evaluate the product from different perspectives and create an authentic story. This story remains true to the brand’s values while offering an innovative outlook. For instance, at Zorlu PSM we consider our events as content, transforming them into engaging experiences with thoughtfully designed programs that allow audiences to connect from different perspectives. Our originality stems from developing a multifaceted narrative that blends local and global cultures, creating a unique storytelling language.
DUYGU What do you do to sustain your creativity?
LEVENT I constantly try to keep myself open to new experiences and diverse perspectives in order to sustain my creativity. Some of the most nurturing sources are following the current affairs around arts and culture, travelling, and getting involved in alternative events. Even a short time spent among different cultures, a book I read or a movie I see rejuvenates my mindset and triggers my creativity. I believe I’m a pretty good observer; making accurate analysis by reading how the weather blows, recognizing and interpreting the details in the environment form the basis of my creative thinking process. Also, I have made it a habit to attend classes on subjects that are not exactly my area of interest in order to challenge myself. Even though I drop out from many of them half way through, these experiences provide me with the courage to step out of my comfort zone and keep my mind sharp. Lastly, writing and exercising regularly allow me to both express my thoughts and develop different perspectives. Of course, working with an inspiring and creative team also plays a big role in this process. Exchanging ideas and brainstorming with the team allows us to turn up creative solutions together. Their perspectives support me to remain innovative and to develop both professionally and personally. Constantly nourishing my creativity through all these, I maintain a dynamic and open-minded structure.
DUYGU What kind of a perspective should a brand embrace in order to be creative?
LEVENT In order for a brand to be creative, it must have a ‘persona’ that constantly looks at the world with a new curiosity and dares to think outside the box. However, merely having creative ideas is not enough for building a creative brand, it demands a long journey and solid resources. It is important to be ambitious and patient on this path, because a truly strong brand is built over time. Such a brand transcends the ordinary, embodying a character that perceives the details of daily life with a unique perspective, almost like an “artist” observing their surroundings. It not only interprets what already exists, but bends the rules or rewrites them entirely, if necessary. While maintaining its own style, it acts like a ‘trendsetter’ that captures the spirit of the era. At times, it draws inspiration from the past, and at others, it takes innovative steps that touch the future. This creative vision is both original and timeless. However, sustaining this vision requires the brand to maintain a bold, passionate stance coupled with the patience to believe in the process. A brand identity that draws inspiration from different corners of the world and encompasses all the colors of life becomes truly impactful and enduring when nurtured and developed over time.
DUYGU In what framework does a brand’s responsibility increase in the era of peak content production?
LEVENT In this era when content creation has reached its peak, the responsibility of a brand goes beyond just promoting products or services; it also takes the responsibility of strengthening its bonds with society, creating value, and building trust. As well as addressing the audience with content, a brand needs to convey messages that add meaning to their lives, provoke thought, or inspire. This demands an approach rooted in honesty, authenticity and social benefit in the content. Moreover, a brand’s responsibility includes being mindful of the emotional climate of society. Being mindful of social sensitivities means that the brand must present its content at the right time, in the right tone and with the right message. Acting with awareness of who the content is for, when it’s delivered, and how it’s presented transforms the brand into a trustworthy source in the eyes of its audience. This not only strengthens the brand’s commercial identity but also deepens its connection with society.
Particularly in this period of time when information is so easily accessible, content also functions as a kind of guide. For this reason, brands must handle the information they share responsibly, considering ethical values in every piece of content they release. Content should not only entertain or inform but also align with the brand’s values and create a positive impact on society. This approach enables the brand to evolve beyond a commercial identity into a guide and a reliable source of content.
DUYGU How do you make sure that your brand remains original in a world order in which everything looks alike?
LEVENT First and foremost, we stay true to our values and don’t hesitate to take risks when necessary. Sustaining authenticity often requires one to try new things and step outside conventional norms. Taking risks allows us to discover different paths on one hand, and help us elevate our brand beyond the mundane on the other. In a world of constant urgency, dedicating quality time to
the creative process and approaching it with care is one of the key elements that supports our originality. This involves pausing from time to time to evaluate the work from a broader perspective, even revising our strategy by reviewing it from a distance, instead of
just proceeding with the project in a routine workflow. Sometimes, being able to step out of the rapid pace of the business and evaluating the work from a distance allows us to see the brand’s direction more clearly and integrate new creative ideas in a healthy manner.
Additionally, we blend diverse cultural elements by preserving and developing our local values, as well as embracing a universal perspective. This balance not only gives our brand
a unique character but also ensures that the audience goes through an exclusive experience every time.
DUYGU what extent do you carry your industrial responsibility in the protection and progress of publishing? And as an arts and culture focused establishment, how feasible is it for you to assume your rightful place in the press in the current flow of content?
LEVENT We consider our industrial responsibility in the protection and progress of publishing as quite a top priority. As an arts and culture focused establishment, bringing arts and culture to a larger segment of society not only means sustaining our own activities but also supporting arts and culture publishing, and encouraging content creation in this field at the same time. That is why we place great emphasis on fostering collaborations that contribute to the industry, reinforcing the ties between artists and media, and ensuring that society has greater access to cultural and artistic content. However, in today’s fast-paced content flow, it’s becoming increasingly challenging for arts and culture to receive the attention it deserves. Modern media dynamics can limit the visibility of in-depth and long-winded content such as in culture and arts. Nevertheless, we strive to stand out with original content and leverage digital platforms to reach art enthusiasts effectively. This situation demands trying innovative ways for our brand to be covered in print and digital media, and utilizing channels, such as social media platforms, that provide direct communication with art enthusiasts. While fulfilling this responsibility as Zorlu PSM, we also like to grow our channels and expand Zorlu PSM’s reach by monitoring contemporary tendencies. We have a PSM newspaper that we have been producing in print for years, a blog that offers extensive content with exclusive interviews, along with articles on artists and events, a digital radio station that features every genre of music, and a comprehensive YouTube channel with a large follower base that I can call the reflection of our identity as a content producer who brings original content to audiences on
the digital screen. We launched the Zorlu PSM App this season, in order to present the world of Zorlu PSM as a whole, which was continuously developed over the years from the very beginning, from a single platform, to all art enthusiasts. As an establishment, we aim to get even closer to art lovers through the digitalization process we have always prioritized in terms of both content and user experience. These efforts go beyond being tools that broaden our reach of cultural content, but instead, they have become permanent platforms that contribute to the industry, and unite audiences under the umbrella of “art”. This is not a one-sided contribution; we continue to expand our content that nurtures the industry and enriches the arts and culture sphere day by day, and keep on doing our best incrementally. Thereby, we not only support arts and culture publishing, but also strengthen our position in the industry, as a platform that increases the visibility of arts and culture in new media.
From Based Istanbul N°44 – Confessions Issue. “World is basically a “dynamic” mess of jiggling things. You need to confess your messy parts first.” Buy your copy now!
In conversation with Levent Dokuzer
Creative Direction and Words by Duygu Bengi
Fashiıon Direction by Burak Sanuk
Photographed by Burcu Karademir
Fashiıon Editor Birce Naz Köş, Murat Şentürk
Hair by Enes Sakızcı
Make Up by Zeynep Dombaycıoğlu
Creative Team Belgin Demirhan, Melike Duman, Tunga Yankı Tan, Umutcan Öncü
Photogtaphy Assistant Furkan Irmak
Styling Assistantants Can Demirkıran, Melek Kaya, Zeynep Naz Gümrükçü
Hair Team Yiğithan Yılmaz
Gaffer Ömer Rauf Aksoy
Gaffer Assistants Halil Demircan, Harun Ateş
Best Boy Taner Altundaş