Multi-Title Marketing - Rebranding and Evolution (2013-2014)

My Role: Creative Producer

Upon being hired at Netflix in 2013, the company had just begun exploring how to approach "multi-title" marketing, having just released the first Original series, and still focusing primarily on marketing our library of licensed content.  The majority of Netflix ads at that time were focused on collection, rather than building a relationship to the brand.

Within my first few months at Netflix, I worked to create a new approach to multi-title marketing that moved us closer to creating a positive brand connection with consumers, while still creating what were, essentially, acquisition-driving campaigns.

My first step was to rebrand our graphic toolkit used in our multi-title marketing materials to make it feel less functional and retail, and feel more clean, modern, and conducive to story-telling.

We moved away from our full-flood red look, with cards that distracted from the content...

...and moved to a cleaner, more modern look that allowed the content to shine through by integrating our graphics and copy with the content in an elegant way.

We moved away from overbearing branding, and incorporated subtle, but recognizable, branding bookend features that stood out of the way of content, and created an iconic red "through line" that nodded to our (then, still) boxed logo.

As we began using this cleaner, white and red graphics look across all marketing platforms, the Global Brand team then took on the task of evolving the Netflix logo.  Inspired by the modernity of the cleaner, flatter graphic elements, we eventually landed on what is now the Netflix logo known today, informed by the multi-title graphic evolution.