Tbilisi Waterfront
Communication
Brand Strategy
2025
The Brief
Communication
Brand Strategy
brand identity
Eagle Hills approached Yellow for the launch of its first developments in Georgia. In Tbilisi, that meant a landmark mega-project on the banks of the Mtkvari River. The new town stretches along 8.5 km of waterfront, 20 minutes from the old city, and includes signature villas, branded residences and luxury hotels.
Georgia had never seen anything on this scale. Most local developments were single towers or plots of land, and most local real estate brands felt predictable. The challenge had two parts. We needed a brand big enough for a project that could reshape the Tbilisi market, and it had to feel Georgian at heart, not like an outside developer imposing itself on local land.
Client
Tbilisi waterfront by Eagle Hills
Industry
Real Estate
The approach
We started with the city itself. Tbilisi means “warm place”. For centuries the Mtkvari has been the city’s blue spine, carrying its myths with it, from King Vakhtang’s falcon to the Golden Fleece. The audience was a generation of accomplished Georgians who had lived abroad, seen the best the world has to offer, and wanted that same lifestyle back home. For them, this heritage mattered.
This led us to the brand essence: Creating Future Legends. From it came the brand line, Where Legends Flow. It positioned Tbilisi Waterfront as a place rooted in the city’s stories but built for the ones yet to be written.
The visual identity followed the same thinking. We designed a refined serif wordmark and a TW monogram in both English and Georgian. They sit within a palette of moss green, warm neutrals and copper, reflecting the warmth of the city and the calm of the river. The visual language draws on falcons, vines, bridges and flowing ripples, so it feels unmistakably Georgian and still boldly modern.
We rolled the identity out across the brochure, stationery, website, social media, signage, flags and construction hoarding.
The result
Tbilisi Waterfront entered the market with a clear point of view and a brand that has no like-for-like competitor in Georgia. It honours the city’s heritage, speaks to a globally minded Georgian audience, and sets a new benchmark for how real estate is branded in the country.
