NETFLIX

World, Meet Netflix.
Netflix, Meet the World.

As Netflix swiftly expanded into international territories, brand managers realized that their brand system needed more flexibility. How do you translate a brand into 190 markets of varying maturity? Give them a dial to play with.

I oversaw Netflix’s effort to develop a system with several brand volumes, giving managers the power to modulate branding depending on market maturity. Together, we introduced a monogram that showcased a strong graphic element in newer markets and was a simplified expression of the word mark in more mature markets.

Working with the global brand team, I also led the design of a brand hub, where local markets could learn about the brand system and download templates for every touchpoint, from banners to billboards.

Agency: Gretel, New York

CREATIVE DIRECTION
ART DIRECTION
BRANDING
UX/UI
PRINT
DIGITAL
VIDEO
OOH