What if it's not just a logo?

Task

Alubest (aluminum windows manufacturer) came with a simple request: put their logo on T-shirts.

We saw an opportunity to tell a bigger story — about the role of windows in Tashkent’s architecture.

Idea

The T-shirt became more than a logo carrier — it turned into a cultural medium.

We integrated the brand into a narrative about modernism and the city’s heritage.

Execution

* Designed prints inspired by iconic modernist windows of Tashkent.

* Launched 10-series documentary project “Windows — the Eyes of the City” with urbanist Alexander Fedorov.

* Organized tours and lectures, including a collaboration with ELLE on women architects of Soviet modernism.

* Engaged 10+ partners and distributed free cultural merchandise across the city.

* Sparked a social movement — people shared photos, videos, and personal stories.

Result

From a simple client request, we created a cultural movement.

Alubest became associated not only with aluminum profiles, but also with respect for the city’s heritage. The logo turned into a part of Tashkent’s history.

Campaign Results

30,000,000 views — organically integrated into the info space.

10,000 likes, 500 shares, 200 saves — active audience engagement.

300+ mentions in social media and press.

200+ offline participants at tours and events.

Local and national outlets covered the campaign, proving it wasn’t just advertising — it became part of the cultural conversation.