Uzbekistan is one of the fastest growing countries in the world, but it has a mobility problem. In a population of over 33 million citizens, there are only 3 million cars. Navoi is looking to change that by bringing together the dynamic brand thinking of the Western world and the future-focused technology and manufacturing expertise of the East.
WHAT WE DID
Brand Workshop, Brand Strategy, Brand Identity, Guidelines, Tone of voice, Art Direction, Website, Sales Tools, Investment Presentations.
DRIVEN BY DESIRE
Through a series of strategic workshops and creative sprints, we created a new brand world for Navoi which expressed Western brand ideals fused with Eastern intelligence. The strategy for the Navoi brand is to offer an under-served domestic car market a far greater choice and buying experience than the one that exists today. Our tone of voice and strategic positioning work brought this concept to life so that the Uzbeki government and investors could see a clear path ahead.
Our challenge was to change local perspectives on Chinese automotive brands. We did this by focusing on desire, exclusivity and visually positioning Navoi as a premium brand. As an importer and parts manufacturer, Navoi is partnering with the leading Chinese brands to open up a new market. The concept for the Navoi brand was inspired by Uzbekistan's geographic position and landscape. The idea that this fast-growing country full of potential is the exact point where East meets West.
The identity itself reflects two horizons colliding to form the ‘N-ergy’ logo. The horizon concept is then carried through the art direction of emotive and evocative dawn and dusk scenes. With a desirable brand and a toolkit to guide them, Navoi is destined for an exciting and transformative future.
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