Turkistan
As the spiritual capital of the Turkic world, Turkistan has been known to attract visitors to the famous Mausoleum of Khoja Ahmed Yasawi, a UNESCO World Heritage site. While the city itself has a rich history as a cultural epicentre along the Silk Road, there has been little modern activity within its borders outside of Pilgrimage tourism. In 2019 Turkistan began looking into the future. Together with Urban Living and SOM, a city masterplan and branding was proposed to bridge the city’s rich history with its future expansion. The vision created for the city’s future was one of transformation, and of moving into a new era. With a focus on increasing livability and tourism, the proposed masterplan created by SOM was followed by ENFOLD's conceptualized city branding.
YEAR: 2021
KEY WORDS:
Connection
Enlightment
Journey
Connection
Enlightment
Journey
A visual identity was created by weaving a thread from the past into the future. Starting with a logo running alongside a single line, the typeface blends Arabic lettering influences with modern minimalism. The line extends to silhouette familiar forms, allowing historical buildings and recognizable landscapes to emerge. The continuous line is present throughout the design elements, from the logo to pictograms, representing an unbroken, elegant movement from past to future.
Connecting
past and future
past and future
A thread from the past
The Mausoleum’s facade was echoed in secondary decorative elements and patterns for signage, allowing even modern e-bikes to stay in touch with the past. Multi-lingual brand identity guidelines were presented for use throughout the city, invigorating a feeling of a new world.
