Tashkent City Mall

Branding, Marketing

Tashkent City Mall sits at the heart of Uzbekistan’s capital, part of a remarkable and vast $1.5 billion urban regeneration project. Setting the benchmark for lifestyle, retail and entertainment in Central Asia; the mall consists of three levels of retail, a business centre, residential properties and a five star luxury hotel.

We created a brand strategy, identity and leasing materials to capture the excitement around the city’s reinvention. Positioning the mall as a world-class destination, which enhances the quality of life for those living in and visiting the city.

We created an elegant monogram with archway detailing inspired by the arch shapes synonymous with Tashkent’s historic architecture. A modern sans serif logotype has been adapted with elegant breaks in the letterforms to mirror the shapes used in the symbol.