“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 woman with reddish hair, wearing a pink shirt, gray jacket, and blue jeans, is walking down a city street at sunset, waving and smiling. She has a purple backpack with a cartoon face on it. The image is an advertisement for the Netflix series "Unbreakable Kimmy Schmidt," with the tagline "Finding the happy in every ending," and mentions the final episodes on January 25.

Poster for the Netflix series Narcos featuring a man with a mustache and a plaid shirt holding a drug bag, with powder exploding around him. Text mentions power measured in grams and the series' release date of August 28.

Poster for the Netflix series Stranger Things featuring a group of children and adults, with a dark night sky, a full moon, and a sign that reads "Restricted Area"

Poster for the show 'Arrested Development' featuring a group of characters on an airplane staircase with a colorful background and the words 'Netflix' and 'Arrested Development'.

A luxurious boat is on fire, with smoke billowing into the sky on a calm body of water. The scene appears dramatic and intense.

Poster for the Netflix series "House of Cards" featuring two characters walking on a red carpet in front of Air Force One, with gray stormy clouds in the background. The text indicates new episodes release on February 27.

Promotional poster for the Netflix series 'Marco Polo,' featuring a man in medieval attire holding a sword, with a background of armored soldiers on horseback.

Poster for the TV series 'Derek' featuring five characters wearing matching blue and white patterned sweaters, with the title 'Ricky Gervais is Derek' and information about new episodes premiering on May 30.

Poster for Marvel's Daredevil Netflix series, featuring a man in a dark suit with bloodstains on his hands, wearing sunglasses, holding a baton, with a cityscape at dusk in the background, and text indicating April 10 release.

Poster for the Netflix series Lilyhammer. The image shows a man in a black suit with a stern expression, holding a gun with ice on the barrel, in a snowy, winter landscape. The text reads: 'Netflix, a Netflix original series, Lilyhammer, still cold as ice, all new episodes Nov 21.'

A promotional poster for the Netflix series "Orange is the New Black" with a woman holding a screwdriver in her mouth. The poster features text indicating the series is streaming with new episodes released on June 6, and the title "Screw You" in large red letters at the bottom.

A collage of various Netflix advertisements for different shows and movies, including promotional banners for 'Bloodline', 'Breaking Bad', 'The Killing', 'House of Cards', 'Uganda Be Kidding Me Live', 'Puss in Boots', 'The King Julien', and others, with a large image of a man in a suit pointing, and smaller images of characters and scenes from various series.

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.

Billboard advertisement for the Netflix series 'Skyfall' and 'World War Z' featuring characters in dramatic poses, with a central message 'Anytime. Anywhere. Instantly.' and instructions for app usage.

Close-up of the word "FLEXIBLE" in bold, white letters on a black background.

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.

The image contains the word 'SCALABLE' written in large, bold, white capital letters on a black background.

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

The word 'DISTINCT.' in large, bold, white letters on a black background.

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.

A solid red background with no objects or details.

Man in a suit with arms outstretched and a speech bubble saying 'BRUH!'

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.