MTS has grown from a mobile operator into an ecosystem of digital services in the course of time. Since the old identity could no longer convey the right messages and encompass all the visual styles, the company has decided to carry out a rebranding. Its main goal was the development of a flexible identity that would unite all the communications of the ecosystem while leaving space for each sub-brand to express itself. The style elements reveal themselves in a different way within the communication of each individual product. The initial branding constants unite all MTS communications, whilst additional tools give sub-brands plenty of freedom: the more specific features have to be taken into account, the more independent tools and approaches it has for product communication.