Cansu Taskin Kopuz didn't start out in design. Business Administration came first, then Visual Design in Milan, and the pairing left a habit of asking who a design is for and why. That question led to branding, where creativity, strategy and human behaviour overlap, and to a career spread across agencies, in-house teams and freelance projects. One early job still explains the appeal. Designing a coffee cup for a café, Cansu hid a message inside it, something that would reveal itself a sip at a time. The idea started with picturing a stranger in a quiet moment and wondering what they might need to read.
Curiosity drives the practice. Cansu cares more about how a brand fits into someone's life than about building a signature style. People don't only judge a product on the shelf, they picture it on their own kitchen counter. Istanbul feeds that way of looking: ferry rides, street textures and aimless flâneur walks all add layers to the work. Turkish culture shapes it through behaviour, in hospitality, gathering and shared ritual. Cansu also wants an industry that values perspectives as much as portfolios, with more mentorship, more open doors and more room for ideas to count for more than connections. The advice for anyone starting out: develop your way of thinking before you go hunting for a style.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
I've always been someone who draws, observes and collects visual references, but my path into design wasn't a traditional one. I studied Business Administration before moving into Visual Design in Milan, which taught me that design isn't just about aesthetics, it's about understanding who we're designing for and why. That perspective naturally led me into branding, where I found the intersection of creativity, strategy and human behaviour. Since then, I've worked across agencies, in-house teams and freelance projects, and found my place in branding.
One early project made me realise why I wanted to do this. While designing a coffee cup for a café, I decided to hide a message inside the cup, something that would slowly reveal itself with every sip. It made me think about someone I'd never meet and what they might need to read in that quiet moment. That's when I realised that even the smallest touchpoint can become a meaningful moment in someone's day, and it's still what excites me most about branding today.
One early project made me realise why I wanted to do this. While designing a coffee cup for a café, I decided to hide a message inside the cup, something that would slowly reveal itself with every sip. It made me think about someone I'd never meet and what they might need to read in that quiet moment. That's when I realised that even the smallest touchpoint can become a meaningful moment in someone's day, and it's still what excites me most about branding today.
What lessons from your career have most shaped your style and approach?
One of the biggest lessons I've learned is that good design starts long before opening a design file. It begins with asking better questions, observing people and understanding the context around them.
I've also realised that successful branding isn't just about how something looks, it's about how naturally it fits into people's lives. People rarely choose a product based only on how it looks on a store shelf; they're often imagining how it will look on their own kitchen counter. That shift in perspective changed the way I design. I care much more about creating brand experiences that feel relevant and natural to people than developing a signature visual style.
I've also realised that successful branding isn't just about how something looks, it's about how naturally it fits into people's lives. People rarely choose a product based only on how it looks on a store shelf; they're often imagining how it will look on their own kitchen counter. That shift in perspective changed the way I design. I care much more about creating brand experiences that feel relevant and natural to people than developing a signature visual style.
Tell us about the core values or philosophies that guide your creative practice.
Curiosity is probably the value that drives everything I do. I'm drawn to human-centred design philosophies because I believe the most original ideas don't come from trying to be different but they come from genuine insight into people's lives.
Some of the best creative opportunities hide in moments we usually pass by without noticing. That's why I sometimes go out with the mindset of a flâneur—walking with no destination, simply observing and looking beyond what's immediately visible. Those moments remind me that good design begins with paying attention.
Some of the best creative opportunities hide in moments we usually pass by without noticing. That's why I sometimes go out with the mindset of a flâneur—walking with no destination, simply observing and looking beyond what's immediately visible. Those moments remind me that good design begins with paying attention.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
I think we need to value perspectives as much as portfolios. Many talented creatives don't have access to prestigious schools, well-known studios or large networks, yet they bring fresh ways of thinking. The industry needs more transparent opportunities, mentorship and spaces where ideas matter more than connections.
I also believe creative communities outside the workplace play a huge role. They give emerging designers a chance to share their work, build confidence and become visible beyond the opportunities their day jobs can offer.
I also believe creative communities outside the workplace play a huge role. They give emerging designers a chance to share their work, build confidence and become visible beyond the opportunities their day jobs can offer.
How important is it that creative professionals find their unique voice?
I think it's essential, but I don't believe it's something you consciously invent. Everyone already has their own unique magic sauce—it just takes time and practice to uncover it. Your voice develops through years of observing, making, failing and staying curious. It comes from your experiences, your culture and the things you notice that others might overlook. The goal isn't to be different for the sake of being different, but to become recognisable because your perspective is genuinely your own.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Technology, especially AI, will continue changing how we work, but I don't think it replaces human perspective. If anything, it makes original thinking even more valuable. The designers who will thrive are the ones who combine strategic thinking, cultural awareness and creative judgement with new tools. I also think collaboration across disciplines will become increasingly important, as branding expands far beyond visual identity into experiences, products and services.
How much does your city influence your work?
Quite a lot. Istanbul constantly reminds me that different stories can exist side by side. It's layered, imperfect and full of unexpected contrasts. I often find inspiration while walking, through street textures, ferry journeys, conversations and everyday rituals. Its diversity and hybrid identity constantly challenge the way I think. Having been shaped by centuries of different cultures, the city inspires me to approach design with more layers, unexpected connections and a sense of discovery.
How much does your culture influence your work?
My culture influences my work more through behaviour than visual references. Turkish culture has a strong sense of hospitality, gathering and shared rituals, and I think those ideas naturally shape how I approach branding. I'm interested in creating experiences that feel warm, generous and human by translating cultural values into contemporary experiences.
At the same time, local traditions, everyday habits and even our sense of humour often spark ideas for illustrations, copy or storytelling—especially when I'm working on projects rooted in local culture.
At the same time, local traditions, everyday habits and even our sense of humour often spark ideas for illustrations, copy or storytelling—especially when I'm working on projects rooted in local culture.
Tell us some of your favourite, creative professionals and inspiring places in your city!
Two Istanbul creatives who have deeply inspired me are artist Seçil Erel and photographer Ara Güler. Seçil's way of bringing together emotions and ideas through abstraction, colour and layers, along with the time I spent learning from her, has had a meaningful influence on my creative journey. Ara Güler inspires me through the way he captured the soul of Istanbul, documenting not only its streets and people but also the atmosphere, contrasts and transformations that shaped the city's identity over time.
In Istanbul, I love spending time around Beyoğlu and Moda, browsing independent bookstores, cafés and small exhibitions. Ferry rides are probably one of my favourite thinking spaces, they offer a rare moment to slow down and simply observe the city.
In Istanbul, I love spending time around Beyoğlu and Moda, browsing independent bookstores, cafés and small exhibitions. Ferry rides are probably one of my favourite thinking spaces, they offer a rare moment to slow down and simply observe the city.
What should emerging creative professionals keep in mind as they begin their design career?
Don't rush to find your style, develop your way of thinking first. Stay curious, keep experimenting, keep asking "why" and expose yourself to disciplines beyond design. Some of the best ideas come from literature, music, architecture, science or simply paying attention to everyday life. And don't measure your progress only by social media. The work that helps you grow is often quieter than the work that gets the most attention.
Is there anything else you'd like to add?
I hope we continue creating an industry where sharing knowledge is as valuable as creating great work. Some of the most meaningful opportunities in my career came from generous people who were willing to share their experience. I'd love to contribute to that culture and encourage more creatives to trust their curiosity, build thoughtfully and find confidence in their own perspective.