Velvele evolves Bubilet’s identity for 80 million users without disruption

When Bubilet approached Milan-based design studio Velvele with a single question – “What can we do together?” – the answer turned out to be more nuanced than either party initially expected. Turkey’s leading ticketing platform had grown at remarkable speed, amassing 1.5 million social media followers and positioning itself to dominate the country’s entertainment landscape. But rapid growth creates its own challenges, particularly when your original identity can’t keep pace with who you’ve become. The brief presented a familiar dilemma: how do you evolve a brand that 80 million people interact with daily without erasing the very elements that made it recognisable in the first place? For Creative Director Çağıl Aygen, the most contentious element was the percentage symbol embedded in Bubilet’s logo. “Honestly, our first instinct was to kill the percentage sign. It screamed ‘discount,’ and that’s not exactly the message you want when you’re becoming the industry leader,” Aygen admits. The team explored alternative directions, testing concepts that moved away from the discount association. Yet each iteration felt like it was erasing something fundamental about how people experienced the brand. The turning point came from recognising a simple truth about human behaviour. “People don’t like to lose their habits, especially when it’s something used by so many people,” notes Aygen. Removing both the percentage symbol and updating the typography simultaneously would have created an entirely new brand, forcing users to relearn their relationship with a platform they’d come to rely on. The solution emerged not from pure creative instinct, but from strategic restraint. The percentage symbol stayed, but its meaning evolved. Where the small ticket icon had previously appeared as a minor visual element, it now became the primary focus – a shift in hierarchy that gradually repositioned what the symbol represented in people’s minds.