Bridging Heritage

Task

To create a visual identity for Woodbridge Hotel, part of the Curio Collection by Hilton, designed for guests seeking authentic experiences, the local flavor of Uzbekistan, and Hilton’s high standards of service.

Idea

The inspiration came from the wooden bridge in Beshagach (a well-known location where the hotel will be situated), which for many years connected both shores and people in the area. We merged its image with the letter W, embedding in the symbol not only the brand name but also a metaphor of timeless connection, resilience, and tranquility.

The visual system is built on the fusion of contrasts: modern interiors with traditional local architectural techniques, active leisure with relaxed recreation, contemporary service with traditional Uzbek hospitality.

Result

We developed a universal identity easily adaptable across all touchpoints — from signage to textiles. The system creates for guests a sense of comfort and reliability, while paying tribute to the roots of the place, where past and present come together in harmony.