Works / Sürat Kargo

The customer never meets the company. They meet the box.

Client

Sürat Kargo

Sector

Logistics

Scope

Character design, social media management, campaigns and contests

Character

Kutu Adam

Recognition

The ONE Awards, Marketing Türkiye

/ The brief

Nobody thinks about cargo until something is late.

It is a category with almost no voluntary attention. A feed built on fleet size and coverage maps argues with a customer who was never listening in the first place, and the one time they do look, they are already annoyed.

There are only two things in the business that reliably reach a person: the moment at the door, and the box. Everything else is infrastructure the customer will never see.

/ Kutu Adam

The mascot was not invented. It was already in the doorway.

Kutu Adam is the box. Corrugated head and body, the company cap, the tie, and a red cape, because from the customer’s side the courier really is the one who turns up on the worst possible morning and fixes it. The cape is played straight. The joke would have worn out in a month.

He was drawn to work in every situation the brand actually posts about. One face with a small set of expressions, a body that can carry, wave, type and present, and a silhouette that still reads at thumbnail size in a scrolling feed.

Kutu Adam, the Sürat Kargo mascot, waving with both arms raised

Kutu Adam standing with arms crossed and cape

/ In the world

Once the character existed, the content had somewhere to happen. The doorstep, the van, the branch, the office. The same figure carries a campaign, a recruitment ad and a new year card without the brand changing its voice between them.

Kutu Adam handing a Sürat Kargo box to a customer at her front door

Doorstep · The moment the brand is actually judged

Four Kutu Adam characters working in a Sürat Kargo office

Inside · The character used for internal communication

Kutu Adam loading a box into a Sürat Kargo van

Operations · The van, the box and the character in one frame

/ The work

Social media strategy, monthly content and community management, plus the campaigns and prize contests that ran on top of them.

Alongside that, the year’s worth of material a national network runs on. Most of it never reaches an agency reel, and all of it has to look like the same company.

Social mediaStrategy, monthly plan, community management, campaigns and prize contests.

Dealer and branchDealer dressing, agency form posters, branch recruitment ads and in-house job listings.

Campaign mailingsThe 4Mevsim campaign, birthday and anniversary mailings, new year mailings and greeting cards.

ProgrammesKredili Kargo, EasyPoint icon set, and SEN, the Sürat Esnaf Noktası programme.

PrintThe wall calendar and the recruitment banners running on career platforms.

/ Recognition

Sürat Kargo was recognised at The ONE Awards, Marketing Türkiye’s integrated marketing awards, with work produced here.

/ The outcome

A character the brand can send anywhere.

Kutu AdamA mascot built from the one object the company already delivers, designed to hold up at feed size and in print.

Social mediaStrategy, monthly content, community management, campaigns and contests for a national logistics brand.

Everything elseDealer dressing, recruitment, mailings, calendars, icons and programme identities, all in one voice.

Character design, social media and campaign work produced by Pine-up. Brand marks belong to the client.