We believe in simple ideas.
In a world where brands have so much to say, it’s a challenge to keep the message simple. We believe that through design, it’s possible to get rid of what’s unnecessary in order to make room for the essence.
Our design philosophy is to always use the simplest and fewest elements to create maximum effect. We think the world would be a much better place if only it was a little bit simpler.
Simple is powerful.
Simple is smart.
Simple is effective.
Simple is clear.
Simple is focused.
Simple cuts through.
Simple endures.
Wondering how it works?
How we come up with all that we come up with?
Here is our secret formula:
I2D2
IMMERSE
We do a thorough investigation of your brand's universe; its past and present, the industry in which it lives and breathes and the company it keeps. We even go beyond borders to look at trends and similar practices from around the world.
IDEATE
We take all the inspiration we derive from our immersion and turn it into action. We give free rein to everyone! The next thing you know, ideas start pouring in on paper in the form of words, scribbles and doodles.
DISTILL
We love all our ideas. But only a few will survive our torture test, the process by which we analyze each idea. We only select the best from which to design our finest work.
DESIGN
It’s time for romance! Time to visually express what we’ve already expressed verbally. Time to craft a visual language that communicates simply but moves emotionally.
Team
Zeynep Tonguç
Founder, Creative Director
Born in 1978, Zeynep is graduated from Sankt Georg Austrian College and was accepted to Kingston University, London, one of the UK's top five art and design schools. Upon receiving her diploma on Graphic Design with merit, she returned to Istanbul and was the art director for RPM/Radar and Yesim Demir Tasarım for 10 years, working closely with many of Turkey’s leading brands.
Always the enthusiast for good design evoking emotion, PEP Creative Design Studio was founded in 2008 with a mission to make a difference in the brand story by touching users' hearts.
To this day, Zeynep has created more than 50 brands from scratch, when the client only had a vague idea on mind. She and her team have been managing, designing and implementing meaningful, smart and seductive brand experiences for brands like Dardanel, Mr. No, SushiDa, Sağlık ve Eğitim Vakfı, Sony Playstation, VitrA, Nippon Paint, SushiCo, Dardenia, Tahin, Seba Holding, Libby's and many more.
With an idea-driven mindset and 20+ years experience, she and her team are still creating solid visual systems and helping brands to speak their true language every day.
Zeynep was the chiarperson of the GMK / Turkish Graphic Designers Association for 5 years and have been invited to speak at national and international seminars and jury panels.
Press
Our work is not possible without our team.
That's why we listen and care for eachother deeply.
For projects that require deeper strategic thinking, we bring in leading brand strategists from our curated expert network — specialists who join our team ad-hoc to unlock sharper insights and stronger brand direction.
Meltem Çakır
Stefano Zimbaro
Didem Bağcı
Meltem Çakır holds an M.S. in Marketing Communications from Boston University and has over 35 years of experience in brand and communication strategy across Turkey and the U.S. Throughout her career, she has held senior strategic roles at prestigious international agencies, including Sterling Brands in New York, Arnold Worldwide in Boston, and McCann Erickson in Istanbul.
Today, she leads her own consultancy, specializing in brand architecture, positioning, and category expansion. Having worked on over 75 brands across 35 categories, she has developed strategies for global leaders such as HSBC, Coca-Cola, and Verizon, while also serving as a dedicated brand mentor for entrepreneurs at Endeavor and EIT Food.
Born and raised in Milan, Italy, Stefano entered the world of strategic communication in the early 2000s. He brings over twenty years of agency experience in brand and product positioning and storytelling for global leaders, with a particular focus on FMCG companies but covering virtually every industry.
Stefano combines rigorous analysis of brand meanings with a contemporary and eclectic vision that blends communication strategies, social sciences and lateral thinking. He has been working as a senior strategist & copywriter consultant for leading international agencies for some time now and lives on a small Mediterranean island, surrounded by olive trees, prickly pears and brand archetypes.
After graduating from a French high school in Istanbul, Didem pursued her university studies in France. She holds a Master’s degree in Marketing & Communication from ESC Toulouse and has over 15 years of experience in branding and design within leading international agencies, including Lonsdale and CBA in Paris.
Today, she works as a freelance consultant, specializing in visual identity creation, graphic territories, and 360° brand applications. She has led brand strategy projects for both established brands and new brand creations, collaborating with global companies such as Coca-Cola, Diageo, Nestlé Waters, as well as local brands.