The video platform market is undergoing a transformation. Many global players have left, and the Runet, represented by VK Clips and Rutube, is trying to offer the audience, including the youth, new alternatives. The problem is that the content provided by these platforms does not always reflect the current interests of the young audience. It is attractive in form — with beautiful studios, first-class production, and famous influencers. However, it often resembles television projects, meticulously polished yet lacking the sincerity and openness of the not-so-perfect but more relatable hand-made format preferred by young people. Moreover, the abundance of professional content on such platforms creates insecurity among the young audience, who become shy about sharing their videos – that are less professional in comparison. To counter the polished players with their overly perfect content, MTS launched NUUM — a video platform for organic youth content, where you can watch and confidently create something truly personal! NUUM is a new, authentic UGC video platform where users set the rules and create as they see fit. On NUUM, you can watch horizontal and vertical videos from both desktop and mobile devices. NUUM is based on the Be Real philosophy, encouraging authentic content without filters, masks, views, likes, or ‘perfect’ lighting. Essentially, it's a UGC platform where you can be yourself (where you can be authentic), just like everyone around you. NUUM's uniqueness lies in offering freedom from boundaries and limitations. Stream and upload your content in any format you like, be it short vertical or comprehensive full-format videos. NUUM practically pushes young people to create content without hesitation, as they see from others that it's easy and requires no special skills. Besides, NUUM’s branding itself is original and youthful: vivid ‘eye-popping’ colors, a dynamic logo and a provocatively slanted font. All this stands in sharp contrast to large video platforms with their unified style for everyone. NUUM is a brand with character, and everyone sees it immediately! The NUUM branding concept came naturally. Of course, it was all about ‘being authentic’ in everything: name, identity, and tone of voice. The name NUUM appeared… simply because we wanted it to! It sounded good and new. And since we created a fundamentally new platform, giving it a name that never existed before seemed like the most natural idea. But the real highlights of our creative process occurred at the identity stage, when, at some point, we literally brought the NUUM logo to life: we looked at it and saw actual eyes staring back at us in the UU letters. And they didn't just look — they seemed surprised and open to the world, just like our viewers and creators. In motion, this eye element, combined with super-contrasting bright colors and an accented slanted font, set a crazy vibe for the entire brand style and made NUUM feel right at home among the young.