Uzum is one of the most vibrant tech companies in Uzbekistan, and a project we are especially proud of.

Our task was to build a design system for a large tech service from scratch. The company wanted to become a local counterpart to the world’s biggest marketplaces, so the design had to cover the company’s overall identity, physical touchpoints (bags, pickup point design, POSM) and digital assets (product cards, banners, social media content). The challenge was to create an identity that was flexible, visible and practical, and that would set a new standard for the whole industry.

Marketplaces reach a broad audience through many channels, so the system had to be simple, flexible and easy to reproduce. A brand in this category also needs vivid codes of its own that people link to it alone, while keeping continuity with the elements that are standard for marketplaces.

The Uzum visual system came to include:
• A juicy grape purple that no one else in the market had claimed, paired with a contrasting neon palette.
• 3D objects. Volumetric forms, familiar from the visual style of tech companies, that evoke a marketplace, dynamism and modern technology.
• Floating, dynamic shapes that show how fast and easy the service is to use.
Combined with high-contrast photography and a sun-inspired pattern, these elements helped visualize the brand’s mission: to be the bold leader of a new segment.

While developing the identity elements, we tested them on real touchpoints and locations. We paid special attention to the entrances of pickup points, since they create the first impression of the brand. With bright colors, dynamic design and thoughtful details, Uzum pickup points have become a recognizable part of the cityscape.

We also worked closely with the Uzum team to roll out the new identity on the website and at pickup points. Within a few months, we had updated the visual identity and launched it successfully across all platforms.

Finally, we created guidelines for using and reproducing every design element across all Uzum touchpoints and branded spaces, so the brand looks consistent everywhere.

The visual concept we created made Uzum a vibrant, recognizable brand. The design system now runs through every corner of the marketplace, from digital assets to physical touchpoints, and the new identity helps Uzum stay memorable and stand out in the market.