«Alubest» is one of the leading companies in Uzbekistan specializing in the production and installation of aluminum profiles, roller shutter systems, sectional doors, and barriers. The company partners with leading global manufacturers, ensuring consistently high quality across its products and solutions.
Problem
Alubest (aluminum windows manufacturer) came with a simple request: put their logo on 12 000 T-shirts. We saw an opportunity to tell a bigger story — about the role of windows in Tashkent’s architecture.
Solution
Idea: The T-shirt became more than a logo carrier — it turned into a cultural medium. We integrated the brand into a narrative about modernism and the city’s heritage. Execution: * Designed prints inspired by iconic modernist windows of Tashkent. * Launched 10-series documentary project “Windows — the Eyes of the City” with urbanist Alexander Fedorov. * Organized tours and lectures, including a collaboration with ELLE on women architects of Soviet modernism. * Engaged 10+ partners and distributed free cultural merchandise across the city. * Sparked a social movement — people shared photos, videos, and personal stories.
Result
From a simple client request, we created a cultural movement. Alubest became associated not only with aluminum profiles, but also with respect for the city’s heritage. The logo turned into a part of Tashkent’s history. Campaign Results: 30,000,000 views — organically integrated into the info space. 10,000 likes, 500 shares, 200 saves — active audience engagement. 300+ mentions in social media and press. 200+ offline participants at tours and events. Local and national outlets covered the campaign, proving it wasn’t just advertising — it became part of the cultural conversation.
