MTS Web Services. Scaling the future
MTS Web Services (MWS) is a big tech company that brings together MTS's key IT assets. The company provides the market with more than 100 services for business: cloud and AI products, as well as platform solutions for various business tasks, ranging from data processing to the development and optimization of business processes. Before the project started, MWS products existed separately, their visual system did not reflect the scale of the company and did not help to build a unified value for the business.
The task was to create a CG identity — a visual language based on three-dimensional graphics that would emphasize the company’s scale and technological nature while preserving the “humanity” and empathy that have always distinguished MTS in the B2B segment from the cold, technocratic images of its competitors. The visual style was developed for two audiences: • IT specialists, for whom flexibility, transparency, and functionality of solutions are important. • Company leaders (CEO-1, top management), for whom the scale, reliability, and innovation of a partner are decisive factors.
The visual metaphor is a modular grid — a dynamic structure that allows personal solutions to be assembled from different digital products. Each container is filled with “atoms” — elements that symbolize business areas. This principle unites the products under a single brand while preserving their individuality.
The palette combines cool and warm shades, maintaining a balance between technological sophistication and humanity, and giving the system flexibility to grow in new directions.
The visual system scaled across six key areas, each with a distinct character and color scheme, all integrated into one cohesive system that keeps the brand recognizable and consistent. Cloud solutions are visualized through a 3D image of a cloud, symbolizing integration and work in a united ecosystem. The language of AI tools emphasizes their natural integration into everyday processes and efficiency. Data analytics is based on images of server systems, computing power, and analytical diagrams. IT tools are a metaphor for a digital constructor. At its core are switches, indicators, and containers that can be easily combined to form a universal language for different IT areas. Business applications contain the metaphor of office space. Each element visually conveys functionality: containers, organizers, account and mail icons. Cybersecurity is represented by protective capsules with metal coating and gradients that create an image of reliability and control.
The style is built on a modular principle and works like a construction set: elements connect easily and form new shapes, adapting to different formats.
More than 50 3D illustrations were created, adapted for various communication channels. The three-dimensional style is easily transferred to the physical environment: structural forms, textures, and lines are organically implemented in merchandise (hoodies, T-shirts, mugs, stickers), maintaining brand recognition even beyond the digital realm. The style also became part of the company's presentation at the True Tech Day 2025 festival.
We have formed a new visual language that has cemented MWS's position as an independent player. The developed guideline has become a tool for long-term scalability and brand development: it demonstrates the scale of the company, emphasizes the integrity of the product line, and reveals its flexibility and adaptability.
