PROVED THAT BRANDING CAN BE USEFUL FOR PEOPLE

Mahallas equipped under the new initiative

10+

Sergeli District Administration

MADE IN SERGELI

Advertising campaign

Marketing

2022

Sergeli is one of the most disadvantaged districts of Tashkent. Everyone associated it with the “outskirts,” calling it the “far corner of the city” and considering it an uncomfortable place.

We were within this context when we were tasked create the district’s branding.

Instead of creating traditional branding with a logo and corporate colors, we digged into the history of the district.

Sergeli is an industrial district that brings daily benefits to the whole of Tashkent.
This idea became the foundation for transforming Sergeli’s branding into useful infrastructure for residents: trash bins, benches, playgrounds, and flowerbeds.

Additionally, a “Made in Sergeli” stamp was created so that any local manufacturer could promote the idea of the district’s usefulness through their products.

Sergeli has always been perceived as a car market or something distant. We decided to change that perception. We wanted to do it together with the business community, adopting business approaches because they are modern and relevant. With Lokals, we succeeded. At first, I thought branding was just something colorful, some kind of design, but Lokals convinced me that we needed to create something useful for the district.

Elbek Shukurov

Hokim of the Sergeli District

DREAM TEAM

PARTNERS

Creative Director
Project Manager
Art Director
Copywriter

Production

Shakha Saliev
Nellya Akhmedova
Viktoria Sharafutdinova
Said Nazrillaev

SHOOM Production

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Узбекистан

Казахстан

г. Ташкент, ул. Садык Азимова, 52А

г. Алматы,
ул. Ботанический Сад, 22

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

Uzbekistan

Kazakhstan

Tashkent, 52A Sadyk Azimov St.

Almaty, 22 Botanichesky Sad St.

+998 90 830 39 49

+7 707 835 20 28

new@lokals.uz

new@lokals.kz

PROVED THAT BRANDING CAN BE USEFUL FOR PEOPLE

Sergeli is one of the most disadvantaged districts of Tashkent. Everyone associated it with the “outskirts,” calling it the “far corner of the city” and considering it an uncomfortable place.We were within this context when we were tasked create the district’s branding.

Sergeli is one of the most disadvantaged districts of Tashkent. Everyone associated it with the “outskirts,” calling it the “far corner of the city” and considering it an uncomfortable place.

We were within this context when we were tasked create the district’s branding.