MADE IN SERGELI
We proved that branding can be useful for people
- Client
- ХОКИМИЯТ РАЙОНА СЕРГЕЛИ
- Category
- Rebranding
- Market
- Uzbekistan
- Lokals product
- Brand Strategy, Branding & Rebranding
- Scale
- 1 country — Uzbekistan, 1 city of presence, 2 years of partnership
- Year
- 2022
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
Sergeli was one of the “least loved” districts of Tashkent. People were used to associating it with the outskirts, calling it “a far corner of the city” and seeing it as a place full of inconveniences. This was the context we were working in when we were asked to develop the district’s branding.
Business pain:
- Overcome the deep-rooted stereotype of Sergeli as an “inconvenient and unloved outskirts” of Tashkent.
03 / SOLUTION
The approach we proposed
We moved away from classic design: instead of creating just a logo, we turned Sergeli’s industrial heritage into functional branding. The identity became tangible and useful — new bins, benches, playgrounds and flowerbeds. For local businesses, we created the “Made in Sergeli” mark, turning their products into carriers of the district’s new image.
04 / METRICS & RESULTS
Key metrics and KPIs
Mahallas equipped under the new direction
Lokals Team
Creative Director
Шаха Салиев
Project manager
Татьяна Ситникова
Strategist
Фарход Норбаев
Copywriter
Саид Назриллаев
Art Director
Виктория Шарафутдинова
CG Specialist
Андрей Корниенко
Partners
SHOOM prod
Video production