Description

The absence of local applications that combine streaming radio, music libraries, podcasts, and other entertainment audio formats has led users to rely on foreign services. The former Beeline Music application was associated exclusively with Beeline subscribers.

A music application with 77k unique monthly users must emphasize that each user is unique and has their own rhythm of life. The updated presentation, naming, and identity highlight the app’s relevance and progressive character, while also expanding the audience by engaging all users regardless of their mobile operators.

The concept of the riitm logo is based on the combination of a sound wave form and the traditional Uzbek adras textile pattern. Together, they create a rhythmic and dynamic design that serves as the foundation of the brand identity and clearly communicates that the service is about music. The national motif emphasizes cultural identity and reflects the presence of local authors and performers on the platform. The classic icon shape indicates that this is a mobile application.

The composition is completed by the service name riitm. The smooth letterforms harmonize with the pattern. Rhythm is the foundation of music, and likewise, the foundation of human mood and state. It shifts with emotion and condition, similar to a pulse. Thus, the naming conveys to users that they can select the rhythm that matches their mood and moment in life.

The doubled ii in the name carries multiple symbolic meanings. Its resemblance to a pause symbol suggests stopping the moment, stretching it, and enjoying it. At the same time, ii adds a sense of melody and fluidity to the word, echoing musical sounds and softening its expression.

As a result of the rebranding, riitm achieved higher brand awareness and a modern visual identity, which led to an increase in active users, more organic installs, and a stronger position in the “Music” category.

Launch in May 2025
11,000+ new users
stores rating: 4.0
3,000,000+ sessions
35,000+ downloads
#4 in Play Market in entertainment category

Credits

TEAM CREDITS

Creative Director: Margarita Urmantseva
Art Director: Timur Nusharov
Designers: Abdulaziz Abdurakhimov, Alisher Rakhimov, Shodiyor Djurabekov