For Creative Minds

As a boutique stationery brand, Muk’s mission was to bring an element of humanity to its brand voice and express the unique minds behind the creative process that notebooks are associated with. To do so, I collaborated with Dilek Altan, a renowned fashion photographer, who wanted to challenge herself by working with a lifestyle brand for a change. This unusual partnership allowed a unique point of view, portraying notebooks as a fashion statement. Together, we invited 12 creatives to take part in the series. We photographed each in their workspaces with a notebook of their choice. Individuals portrayed in the series are creatives from various fields of art and design. The aim was to build an organic network of similar minds. This variety naturally created a heterogeneous crowd and rich visual diversity — a perfect representation of the selection of Muk’s products. Finally, we wrote a short essay about each participant, a personal look into their personas and artistic styles, to be shared with their photos. The campaign was run for the first time on social media and gained massive interest proven by numbers.