Netflix is the world’s leading streaming media service, serving over 65 million users in more than 50 countries worldwide and growing. One of the original innovators of streaming content, they’ve grown exponentially in the last five years. With a growing slate of original series, high-profile acquisitions and exploding user base they found they lacked a cohesive brand that could grow with them.
Netflix needed a brand through-line: a conceptual and visual thread to connect everything. Our challenge was to create something broad enough for a global brand but still unique and identifiable. To create something variable yet systematic and bulletproof. It had to be visually striking, adapt to any format, and hold up to interpretation by agencies and vendors around the globe.
Our solution: The Stack, a visual metaphor and an identity system in one. It implies both the infinite, ever-changing catalogue and the custom-curated selections that make up the core of the Netflix service.
Over the better part of a year we partnered with Steve Gianakouros and the Netflix Global Brand Team to refine and implement The Stack. Along the way we built toolkits, cut content spots, designed brand guidelines and we launched the company’s first global tagline: See What’s Next.