“The team's brand and design work was ahead of its time and set Netflix up to scale the business cohesively to the rest of the world.”

Kelly Bennett
Chief Marketing Officer

Partnering with the Netflix Brand Team and Gretel, we created a robust strategy and system that evolved Netflix from a “content vending machine” into an exciting and emotionally connected brand, accelerated globally today. Providing vision, strategy, and design at a pivotal point for the brand culminated in powerful fundamentals and tools for Netflix to represent itself distinctly and consistently worldwide.

Redesigning the logo for a digital-first world.

Netflix needed a robust and clear signal that could work across all touch points, especially on its new slate of original content. We also wanted to retain the brand equity the mark had built over the years, so this simplification accomplished both.

Beyond aesthetics, the old logo scaled poorly, where screen sizes and pixel density are factors for clarity.

The icon. There’s a good story here.

Netflix Originals branding system /

A strategic creative system designed to work seamlessly everywhere /

A fresh, new strategic foundation— positioning, principles, traits, voice, brand identity system, templates, and guidelines to succinctly represent the brand and its original content distinctly in all markets.

Motion branding and storytelling /

Applying the “Stacks” system gives distinct and functional transitions when combining multi-title ads and promotions.

Easily localized and distributed for Netflix around the globe, the work decreased time to market and editing costs, as the system was virtually plug-and-play.

Netflix's brand foundation website is the source of truth for internal teams and partners when making decisions and expressing the brand.

Fuel.

Netflix’s growth and expansion was like having a rocket strapped to it’s ass. We aimed to make Netflix into HBO (high-quality original content) faster than HBO could become a viable streaming service.

Spark.

Establish and codify a distinct rebrand and system that captures what Netflix is and means to consumers so that internal and external creative teams could self-serve globally. Internal buy-in and rollout were no small feats.

Fire.

Literally seen by millions and millions of people around the world, the creation of a modular, multimedia, highly distinctive brand identity signals the revolution in streaming video entertainment—led by Netflix.

Campaigns.