KinoJam is a range of TV channels by MTS Media. Their mission is to be the new favourite TV space for film enthusiasts. The family of channels started with KinoJam1 featuring iconic Russian films and new releases, and KinoJam2 with top-rated movies and iconic international series. Two thematic channels FamilyJam and DetectiveJam offer entertainment for children and thrillers. We created a design system where "j" is a framework for the visual language of all TV channels. All design elements - logos, on-screen and promo package, bumpers - and animation principles unite channels and create a prominent brand appearance.