iTV — the visual system
of Uzbekistan’s streaming platform
iTV is an online cinema that serves as a daily gateway into the world of content for hundreds of thousands of viewers. With over 170 TV channels, live sports broadcasts, and a library of 60,000 films, series, and cartoons — all available on any device with Uzbek dubbing — iTV has become a key media product in the region. Together with mål, feelfactory reimagined the platform’s visual identity, preserving continuity while adding relevance, flexibility, and emotional depth.
At the heart of the concept is a simple insight: in everyday life, we rarely get to fully disconnect. But there’s a moment — when you hit pause — that lets you step into another world. STOP&GO is the instant shift from routine to immersion.
This idea led to a central metaphor: the pause as a portal. The iTV logo reinterprets the «pause» symbol — two vertical bars morph into the letters I and V, representing both a break and a transition. It’s not a stop — it’s the launch of a new dimension.
We use the pause symbol as a visual metaphor: Hit pause. Dive in.
The logo is minimal, bold, and geometric. It reads clearly at any scale, conveying both reliability and momentum. Animation reveals its dynamic side — the lines part as if opening a gateway to an alternate reality.
Each content stream is a natural extension of the main mark. The space between the lines expands to welcome new names: Sports, Originals, Kids. This forms a strong brand architecture — where each product stands on its own yet remains part of a unified system.
We use ABC Favorite, a sharp, expressive grotesque typeface, for headlines and key messages.
A high-contrast color palette helps differentiate the brand’s branches while maintaining a cohesive visual language. The system is built on dense shapes, sharp typography, and bold compositions — nothing excessive, just pure motion.
A vivid and contemporary visual system.
iTV is no longer just a streaming platform — it’s a portal, launched with a single tap.
Visual system in use: branding assets and merchandise
Creative team — Danil Kartashev, Dima Kolchanov, Veronika Baida
Producer — Alina Stebletsova
Creative producer — Ilya Levit
3D design — Vasily Nesklada, Konstantin Sofronov, Maxim Gvozdev
Graphic design — Alena Vedernikova, Pavel Voznyuk
Illustrations — Daria Cherkasova
Motion design — Ivan Mirzoyan
Yahyobek Abdullaev — iTV Director
Guzal Gapilova — iTV Marketing Director
Diyor Khakimov — Project Manager, Lead Designer
iTV Marketing Team — development of technical specifications and adaptation of style:
Sultonbek Saparbayev — digital and performance marketer
Farrukh Kudratov — graphic designer
Rustem Valiev — graphic designer
Saddat Pirzhanov — video editor
Abdulboriy Mahmudov — video editor
