Netflix · Global
Netflix — a design system for global storytellers
Technology & Media
1Unified system across product, digital and spatial
2Metaphors united — The Stack and Streams
NThe icon, enhanced for recognition and memorability
The challenge
Netflix's existing 'Stacks' design system had established them as a category leader — but as they became global storytellers, it needed to evolve.
The approach
We adopted a story-based mindset, viewing the Netflix experience as one continuous storyline, and worked with Netflix's internal brand team to update the motion toolkit and internal brand guidelines — uniting the contrasting metaphors of The Stack (layered content) and Streams (diverse content and community).
The impact
A clarified purpose across product design, digital communication and spatial applications — and an enhanced iconic N symbol, built for recognition and memorability.
Services
CreativeStrategy