NETFLIX 2024 CORPORATE COMMUNICATIONS KIT
Project Type
Corporate Communications
Graphic Design
Art Direction
Illustration
Tools
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Course
Corporate Communications
BCIT Graphic Design Program
School Term
Fall 2024
Instructor
Helen Eady
For my Corporate Communications class, I took Netflix’s annual report and gave it a major glow-up. Instead of the usual legal-paperwork look of their annual reports, I turned it into a story-driven, visually rich experience that reflects Netflix’s evolution, cultural impact, and future-forward mindset.
I didn’t stop at just the report — because where’s the fun in that? I also designed an infographic, standalone collateral, and social media content, all wrapped up in Netflix’s iconic brand style. The creative direction? Retrofuturism meets sci-fi nostalgia. I imagined Netflix as a time-traveling multi-dimensional explorer, learning from the past to shape the future of entertainment. Think portal motifs (a little nod to Hiroshi Sugimoto’s photography) and textures straight out of a vintage space flick from the 60's.
This project really pushed me to strike that sweet spot between creative storytelling and brand consistency. It was a challenge — but one I had a blast taking on, even with my background in the corporate world.
Image courtesy of Netflix
RESEARCH
01
Brand: NETFLIX
Netflix, a global entertainment leader, serves over 282.7 million subscribers (as of September 2024) with a vast library of films, TV shows, and originals. Renowned for innovation, it has reshaped media consumption, with hits like Stranger Things, The Crown, and Squid Game influencing culture and fan communities. Beyond entertainment, Netflix champions diversity, inclusivity, and global storytelling.
As part of our brand research, we created a moodboard to dive deeper into how our chosen brand actually lives and breathes across different materials. By studying Netflix’s use of its brand assets—like color, typography, and tone—we got a clearer sense of how to apply them to our own work for the term. One thing that stood out to me? Netflix’s branding is surprisingly versatile. From its iconic red and subtle tints to those eye-catching gradients seen in its logo animation and ESG report, Netflix really knows how to keep things consistent and visually stunning.
THE BRIEF
02
MESSAGING
Even with competition tailing us, Netflix is still the top dog of the streaming game and we’re only getting bigger and better. But to move forward and maintain our place, we must look back and study how we got to where we are and use those lessons as stepping stones for our future.
TONE
The tone of the writing should instill pride and hope in its reader, reminding them that they are a great part of our success. Wit and humour can also be used when it can, but we need to remain informative for the most part.
AUDIENCE
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Current stakeholders and investors.
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Potential investors.
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News outlets and media.
IDEATION
03
For this project, our instructor had us use the 20x20 ideation technique to develop concepts for our annual or sustainability reports. This method helped me avoid overthinking and encouraged me to explore all potential ideas, showing me that valuable concepts can emerge from unexpected sources.
CONCEPTS
04
CONCEPTS
04
The Blueprint: The First Streaming Success Story
Netflix may not have been the first streaming service, but it set the standard for success, revolutionizing how people consume television. This concept blends retrofuturism with blueprint-inspired grids and lines, symbolizing structured innovation built on past knowledge. By looking back to learn from history, we create a foundation to propel ourselves further into the future.
CHOSEN CONCEPT
Journeys
Success is not instant—it takes time, effort, and resilience, as seen in Netflix’s rise to prominence. Inspired by artists like James White and Oska, this concept uses smooth, sci-fi landscapes to capture the brand’s journey beyond conventional limits. Netflix continues to push boundaries, expanding the realm of possibilities for both itself and its audiences.
Saturn's Return
Astrologically, Saturn’s return signifies a period of transformation, self-discovery, and growth, a fitting theme as Netflix enters its 27th year. To endure and evolve, the company must embrace change, overcome challenges, and foster resilience. This concept takes a softer, more nostalgic approach, using warm and empathetic visuals to highlight reflection, growth, and the strength found in unity.
MOODBOARD
05
SKETCHES
06
For the cover, I leaned into the multiverse concept and initially explored using TV screens as portals — each one a gateway to another universe. The idea was that this portal on the report's cover design would kick off the interdimensional journey of the spaceman (aka Netflix in visual form). After a chat with my instructor, I took a more literal route and landed on glowing doorframes, inspired by Hiroshi Sugimoto’s long-exposure photography. The result feels cinematic, surreal, and perfectly in line with Netflix’s world-expanding influence.
ANNUAL REPORT
07
As the main event of our term project, this report was all about showing we could take a brand and build something that’s both strategic and creative. I picked Netflix (because, let’s be honest, who doesn’t love a good binge?) and reimagined its 2024 journey as a multiverse of growth, wins, and endless possibilities. I designed the report as a digital PDF to match Netflix’s identity as a streaming-first brand and to stay consistent with how they publish other reports—like their environmental and investor updates—online. Same format, new storytelling twist.
INFOGRAPHIC
08
For this project, I created a listicle-style infographic that rounds up Netflix’s biggest wins of the year. Think of it as a highlight reel—just with more spaceships and surreal desert landmarks. The overall vibe? Futuristic surrealism. Because if any brand is traveling through time and space shaping the future of entertainment, it’s Netflix.
To spice things up, I snuck in two subtle data visualizations. “Advertising Growth” shows up as towering desert column ruins (a fancy bar graph in disguise), while “Audience Engagement” features ten little spaceships—each one representing 10% of the ad-supported audience. Seven (7) of them are red to show 70% engagement. Boom. Data, but make it fun.
This project was all about mixing storytelling, design, and a little bit of sci-fi flair to bring Netflix’s journey to life.
09
BRAND TOUCHPOINTS
In the midst of creating the annual report, we were also tasked with a mini-project that required us to create two (2) brand touchpoints. While we were not required to reflect our annual report's concept for this mini-project, we must still follow brand guidelines and exhibit our creativity beyond just slapping the logo on an item.
I narrowed things down to two playful, PR-friendly ideas: a Watch Party Kit and a Limited-Edition Christmas Merch Set. Both are influencer-ready and designed with reusability and sustainability in mind—because great branding shouldn’t create waste.
Both collaterals are fun, functional, and tailor-made for social sharing—because if it's not on Instagram, did it even happen?
SOCIAL MEDIA
10
When digging into Netflix’s social media presence, one thing stood out: while the platform does a great job hyping its shows, its own brand identity often takes a backseat. The feed feels more like a fan account for its content than a cohesive brand space.
So, I proposed a middle ground—why not keep the promo energy and give Netflix’s overall branding more love? By weaving in signature elements like colorful gradients, geometric typography, and that signature casual, witty tone, we can unify the feed without losing what makes it fun. As Oli West from Copy Style Guide notes, their voice is “casual, funny, irreverent, and enthusiastic” — a vibe I made sure to channel throughout.
This concept includes three feed posts and one story format for Netflix’s Instagram, all designed to help the brand feel more consistent, recognizable, and just as entertaining as the content it promotes.
