The KHL launched a children’s direction around its website and social channels. The initial task was to build a content and promotion system. As the direction grew, the number of platforms and formats increased, as did publishing frequency. The project evolved into ongoing production that needed to be maintained and developed from season to season.
KHL
Three years of design support for children’s media
Context
What we did
- Designed the system: workspace, guidelines, templates and an assembly pipeline.
- Run ongoing design production: comics, an animated series, Telegram formats and game mechanics.
- Set up art direction and continuously improve content quality and production.
- We regularly analyse reach and engagement, update formats, and refine both the presentation and production process based on analytics.
Outcome
A content production system that we have maintained since 2023. Results from the latest season:
- 358.8K — total audience.
- +87.3K — new followers during the season.
- 44.9M — content reach.
- +32.2% — total audience growth during the season.
Awards and shortlists
The project was shortlisted for the SBC Awards three times:
- ‘Media Project of the Year’ — 2024
- ‘Integration under 1 million’ — 2024
- ‘SMM of the Year’ — 2025
Design system
A unified project infrastructure. We created a library of graphic components, typography, format-building principles and reusable templates. This foundation helps the production team work faster while keeping content quality independent of one-off manual decisions.
comics
A serial comic about the KHL mascot. Instead of a static book layout, we used the energy of action comics: extreme angles, exaggerated emotions, custom typography, expressive speech bubbles and sound effects. Hidden references encourage readers to revisit each issue.
Animated series / clips / graphics
We created 2D animation with club mascots and shifted from horizontal to vertical consumption through an audio-first approach: visuals follow sound and rhythm, with strong hooks in the first three seconds, active camera movement, parallax, smear frames and exaggerated impacts. We also developed recurring clips and Telegram formats with players and mascots, plus puzzles, guessing games and other interactive content.
Analytics and development
Together with the project’s content team, we collect performance data by platform and format: audience dynamics, reach, top-performing publications and channel-level changes. At the end of each month, we consolidate the period’s data and identify growth drivers and development opportunities. Based on the reports, we adjust publishing frequency, strengthen effective formats and plan the next cycle.
