Event Concept / Behavior Change
A cultural code instead of a district
Yandex Go · Tashkent · with Community
01 / Tension
A car wrap reads as a loss of face, and tying it to a district shuts out drivers who came from elsewhere. A discount does not change that attitude.
02 / Shift
From advertising on the bodywork to a personal statement about the country, which the driver chooses himself.
Concept and experience
The design system is built on unifying symbols — architecture, wrestling, the chaikhana, music — instead of a tie to a neighbourhood. A catalogue of five formats leaves the choice with the driver. The climax is a collective art object: guests sticker-bomb a real taxi themselves.
Key decisions
- Diagnose the conflict between district identity and city branding
- Replace district tags with cultural symbols shared across the country
- Give the driver a choice of how far to go — from a template to co-authorship with an artist
- Turn the change of attitude into a physical collective act, not a slogan
Our role: diagnosing the audience’s barriers, naming, the system of wrap formats.
