Yangi Baxt, a residential complex by NRG, sits in a scenic setting around the old Lake Baxt in Tashkent. It is made for people who dream of living in harmony with nature, away from the bustle of the city, yet with all the comforts of a modern home.

Tashkent is growing fast into a megacity, and with that growth come noise, stress and a shortage of green space. More and more people are tired of the bustle, the traffic and the frantic pace. Against this backdrop, Yangi Baxt sets out to offer more than housing: a place to relax, recover and live in harmony with nature.

We needed an identity that would express this philosophy. It had to convey calm, connect with nature and evoke quiet, rest and harmony.

We began by immersing ourselves in the atmosphere of Yangi Baxt and identified the core brand idea: a life where time slows down and every moment can be savored.

We wanted a visual language that captured the feeling of the place: still water, rustling leaves, soft light. Every element of the identity, from the logo to the animation, was designed to heighten these emotions: time slowing down and the pleasure of living in harmony with nature.

We created a logo inspired by the gentle movement of waves. Soft lines and rounded forms convey lightness, serenity and naturalness. It is a symbol of the harmony at the heart of the complex’s concept.

To evoke nature, we used textures of water and greenery that create a sense of calm and connection with the world around them. Immersive graphics with a slow-motion effect and subtle dispersion heighten the feeling of meditative stillness.

To deepen the relaxing effect, we slowed the animation down so that time itself seems to slow. Viewers feel a rhythm that matches the Yangi Baxt concept: life without stress.

The colors are as natural as possible: soft shades of blue, green and sand. They recall water, earth and sky, the nature that will surround the residents.