(Netflix)
We partnered with the Netflix Ads team to shape the brand identity, design system, and activation strategy for Still Watching, their first global report, brought to life across everything from marketing toolkits to print magazines. The work was grounded in a full strategy workstream that mapped the phased rollout, defined priority audiences, and identified key touchpoints across launch day, launch month, and ongoing activation. By establishing how the report would show up across landing page, homepage, PDF, social, CRM, PR, blog content, and regional events, the strategy set the narrative, sequencing, and functional requirements the identity and system needed to meet.
(Info)
Netflix Ads
2025
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(Services)
Design Direction
Creative Direction
User Experience
Web Design
Brand Identity
Motion Design
Editorial Design
(Contributors)
Kari Andrusko Strategy
Charlie Geyer Production
Jonathan Jimenez Visual Design
The Still Watching logo is designed to feel bold, cinematic, and immersive, like a title screen that pulls you in before the story begins. Its weight, spacing, and scale draw on the language of film intros and streaming opens, signaling a sense of narrative importance from the very first frame. We've developed a distinct system for image usage that visually supports the core structure of the report, separating audience, talent, and content, with each image type carrying its own narrative role while contributing to a cohesive visual language.
Isolated irises represent the audience: abstract and symbolic, they speak to individuality, attention, and the collective scale of viewership. IP asset tight crops reference talent, with close cropping creating intimacy and emotion while maintaining flexibility across different titles. And IP asset stills spotlight content, with full-scene imagery providing narrative context and showcasing the variety and breadth of Netflix's library.
We developed a modular system of grids, stat blocks, and layout components, defined by red borders, rounded corners, and tight spacing, that could be reused across formats without redesigning each asset from scratch. The structure held consistency from print to digital, supported rapid production at scale, and stayed intact through regional and language variations.
We translated the campaign into both a printed book and a digital PDF using the same underlying layout system, allowing us to produce each format without rebuilding pages from the ground up.
A clear hierarchy and consistent pacing kept long-form content legible across dense sections and 12 language adaptations, while a restrained use of the iris motif, IP imagery, and controlled contrast gave the report a premium, cinematic feel — one focused on clarity over decoration.
We built the report into a digital experience that fit natively within the existing Netflix Ads site, working within their established components, spacing, and interaction patterns. The build preserved accessibility and platform continuity while introducing lightweight extensions that brought the campaign's identity to life — without requiring a new system or custom framework.