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.