Description

Situation:
Hotels in Uzbekistan are separated into two main categories:
World-known chains such as Hilton, Hyatt and Radisson - targeting upper-middle, high and luxury segments of travelers.
Local “no name" hotels targeting internal tourists.
Most of foreign travelers with average budget are staying at the second type of hotels, which have poor service, indistinct interior design and brand names.

Product:
A new 3 star hotel built in the center of Tashkent targeting lower-middle and middle class foreign travelers. The hotel is designed and developed especially for foreign tourists who are seeking a comfort, yet affordable accommodation.

Task:
Create a visual identity that will help transfer hotels individual approach, be memorable and unique. Naming and design system had to be developed in a such a way that clarifies hotel's brand positioning.

Idea:
A journey is always a new chapter in our lives and it is completely up to us, how to write that chapter. This is the main insight of our branding project. To communicate hotels individual approach, we have developed an interactive design system which includes written communication between hotel itself, its personnel and guests.

Result:
The Chapter Hotel will open in November 2020.

Credits

Creative director: Daniyar Abdullaev
Account manager: Sevara Sabirova
Art-direction: Nazar Sobirov
Design: Grigory Konovalov
Video & Animation: Basitxan Tashmuxamedov, Armen Sokolov