Gazeta.uz is one of the oldest digital media outlets in Uzbekistan. Over 17 years, it has established itself as a leader in online journalism.
Problem
However, its consistently restrained image made it difficult to communicate with younger audiences. On social media — where this audience is most active — the publication style remained too formal and lacked appeal. The solution was to update the brand’s positioning and visual communication. To achieve this, it was also necessary to revisit the media’s overall identity.
Solution
The first step was removing “.uz” from the name, signaling that gazeta had grown into something larger than just a news outlet, with an audience that extends beyond the website into social platforms. Next, the logo was redesigned: lowercase letters with strong ascenders and descenders gave it character and visual emphasis. While retaining the stylized tricolor, we removed the gradient, making it more dynamic. The new design introduced functionality — transforming into a frame or animated pattern — preserving recognition while offering greater versatility and playfulness in form.
Result
The outcome was dynamic growth across the media’s social platforms. In the first month, views increased by 38%, reach rose by nearly 20%, saves surged by 450%, and reposts jumped by 521%. These figures clearly demonstrate that the goal of boosting audience engagement on social media was not only met but significantly exceeded.
