TV Rain

Role
Design direction, identity system
Context

TV Rain is an independent Russian-language broadcaster operating in exile under a European licence, reaching around 25 million monthly viewers. As the channel expanded across digital platforms, it needed a clearer, more flexible identity — one that could support a mobile-first approach, keep production fast, and stay consistent across broadcast, digital and social.

As the channel expanded across digital platforms, it needed a clearer, more flexible identity — one that could support a mobile-first approach, keep production fast, and stay consistent across broadcast, digital and social.

Approach

  1. Research

    1

    Ran 30+ interviews with current, former and prospective viewers to identify the brand's core DNA — then preserved it while reshaping it.

  2. Concept

    2

    A flexible umbrella system that carries different content types and works across platforms, mobile-first.

  3. System logic

    3

    A scalable visual system built on a dynamic core element, flexible typography and defined constants.

  4. Illustration language

    4

    A multi-layered illustration system, with a model trained to generate visuals in the same style — faster and more cost-efficient.

Impact

  • A scalable identity system that unified broadcast, digital and social under one visual language.
  • Cut production time by 71% through templates and tools.
  • Accelerated illustration production 5x and freed up 2x more time for creative work.
  • Enabled rapid launches of new programmes, with stronger audience engagement.

“I really like everything!”

Ekaterina Kotrikadze · News Director

Worked alongside the in-house design and editorial teams, mentoring designers and setting up the templates and tools that keep the system consistent.