MTS Junior is a sub-brand of the MTS ecosystem created for children and their parents. It is a complex subscription that includes various services ranging from – spam protection and parent access to the child's location in real-time – to music streaming, an online cinema and a service with educational games for children. With the MTS team, we have developed a new positioning and brand identity. MTS Junior targets two audiences simultaneously. So, it was necessary to incorporate attributes that appeal to the child and make the brand look safe and beneficial from the parent's perspective. Thanks to semiotic research, we have discovered a gap in the aesthetics of the world of childhood seen by adults and children. Although animation and cuteness characterise a kids' world, they are not the only visual attributes typical for childhood culture. MTS Junior subscription is full of contrasting meanings – game and growth, fun and safety, and interests of children and adults. We decided to preserve this idea in the visual style and recreate a child's universe filled with diversity and opposites. It also inspires the new identity's metaphor – colourful meta-personalities assembled from polar textures. Like a construction set, they can appear as separate pieces – eyes, mouth, nose, ears – along with various childhood attributes. Even the signature control buttons behave like animated characters: they adjoin and stick to each other. Eyes, as the main connecting element between the world of an adult and a child, were used as the basis for the logo: they accurately reflect children's curiosity, their desire to explore everything around them, and, at the same time, recall the parents' wish for the child's development. We have developed a colour palette that emphasises the visual language and personality of MTS Junior. This selection reflects the bright, expressive and energetic spirit while differentiating the sub-brand from the portfolio of other MTS products. The colour palette is also the basis of Junior's photographic style. It appears in backgrounds, clothing elements, staged portraits, in studio, lifestyle and object shootings. The 3D objects also recreate the contradictory aesthetics of a child's world, where games and exploration come first. As a result, we got, on the one hand, a bright and lively brand filled with attributes from the childhood universe; on the other, an understandable and worthwhile from the parent's point of view.