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Independent · 01

72 Belgrade.

A concierge brand for Belgrade hospitality, nightlife and travel, co-founded during my gap year.

72 Belgrade brand campaign, editorial nightlife photography
Role
Co-founder
Brand · Product · Growth
Co-founder
Sofia J.
Timeline
Spring 2023, ongoing
Status
15+ active partnerships, distributed via travel agencies
The story
Belgrade is one of the most talked-about cities in Europe for nightlife and food. The way visitors find any of it is broken.

TripAdvisor lists tourist traps. Visitors with one weekend in town end up at the wrong restaurant, the wrong bar, the wrong club, and the good places have no way to reach them.

Sofia and I started 72 Belgrade during my gap year. We wanted to be the bridge in between. A friend in the city who knows where to send you.

The thesis
We weren't building a marketing service. We were building a business, and the brand had to be designed at the same time as the model, not on top of it.

The three-tier structure, 72 Taste, 72 Vibe, 72 Full Experience, wasn't a service design decision. It was the brand.

The revenue model, commission from venue partners plus paid placements in our newsletter, wasn't a marketing tactic. It was the reason venues partnered with us at all. Designed separately, neither one would have worked.

Identity
72 Belgrade (72BGD) wordmark, condensed brand logotype
72 Belgrade brand identity, logotype variation 72 Belgrade brand identity, logotype variation 72 Belgrade brand identity, logotype variation 72 Belgrade brand identity, logotype variation 72 Belgrade brand identity, logotype variation 72 Belgrade brand identity, logotype variation
Campaign
72 Belgrade brand campaign, editorial nightlife photography 72 Belgrade brand campaign, editorial nightlife photography 72 Belgrade brand campaign, editorial nightlife photography 72 Belgrade brand campaign, editorial nightlife photography 72 Belgrade brand campaign, editorial nightlife photography 72 Belgrade brand campaign, editorial nightlife photography
What it taught me

I started 72 Belgrade before I knew what I wanted to study. It's the project that decided that for me, branding, marketing, and business model as one job, not three. Everything since runs through what we learned building this.

If the brand can be lifted off the business without breaking either, neither one was built right.