This was one our most inspirational branding projects. We were tasked with brand positioning development and identity design for Uzbekistan's top hockey team. We used in-depth research to come up with a concept that was about the power to bring people together and be a team, about the nation's nonconfrontational identity and its rich traditions. The approach was pretty unusual for hockey where rough play has always been part of the game.
HUMO
1ST
HOCKEY CLUB in Uzbekistan