Transforming MTS’s visuals after the rebranding
Since 2021, our brand studio C4dsgn has implemented several large-scale initiatives for MTS, and over this time a true partnership has formed: we immersed ourselves deeply in the brand’s DNA, and MTS entrusted us with an important role in its visual transformation.
In 2020, MTS underwent a major rebranding, redefining itself as an ecosystem of digital services. The logo was simplified and made more digitality, the communication philosophy evolved, and a gradual modernization of all brand touchpoints—both physical and digital—began. After the new identity was released, it became necessary to update the appearance of retail stores, offices, and customer locations across the country, and MTS entrusted this task to the C4dsgn brand studio.
Working closely with the MTS team, we developed a comprehensive guide for designing the entrance groups of offices within the digital ecosystem. The project included creating a unified visual system, detailing facade formats, designing interior elements, developing structural solutions, and producing pilot samples. The result was a large-scale document regulating the production and implementation of every element—an instrument that ensures a consistent visual standard across all MTS locations.
Also we implemented a number of tasks related to new brand integrations at major events, creating designs for zones, branding elements, and interactive installations aligned with the updated identity. Additionally, our team contributed to the interior design of MTS office spaces, adapting the new visual principles to real working environments.
Challenge
After MTS launched their new brand identity in 2020, the challenge became consistent implementation at scale across hundreds of physical locations — retail stores, partner outlets, and offices — without a designer on-site at every location.
The key problem: translating a digital-first brand into physical environments that local teams could execute independently, while keeping every touchpoint aligned with the brand guidelines.
Solution
We developed a comprehensive environmental brand system — clear enough for local teams to apply without design support, scalable enough to cover every physical format MTS operated.
Deliverables included entrance group guides for retail and partner locations, an in-store visual system covering POS materials and wall graphics, office and service center interior standards, and an event design framework for conferences and activations.
The result: a consistent, recognizable MTS brand presence across all physical touchpoints in Russia — aligned with the 2020 rebrand and ready to scale to new locations without additional design work.
