Netflix
Visual Identity for Netflix Playground
( Services )
- Brand & Media
- Customer Experience
With Netflix Playground, Netflix set out to create a digital world just for kids, a space that felt playful, safe, and full of discovery.
That meant winning over one of the toughest audiences out there: young children with endless curiosity, and parents with high expectations. The challenge was to create a visual identity that felt unmistakably Netflix, while giving ourselves permission to break away from the rules of traditional corporate branding.
The result was a brand world built on character, joy, and imagination, one that transformed a simple utility icon into something children could connect with instantly.
Winning the battle for the home screen
The brief sounds simple: Make it appealing. The reality was pretty complex.
If the identity felt too corporate, kids would scroll right past it. If it strayed too far from Netflix, parents might question whether it belonged in the Netflix ecosystem at all. We had to strike a careful balance between familiarity and fun, trust and play.
So this became about more than just design. We were building a bridge between one of the world’s biggest entertainment brands and its youngest audience, creating something that felt exciting for kids and reassuring for parents.
Turning brand DNA into a best friend
Instead of simply polishing a wordmark, we created a character who could carry the brand with warmth, personality, and emotional resonance.
Meet Noodles:
Netflix Playground’s playful ambassador and a foundation for long-term affinity.
An icon with meaning built in
Noodles was not designed at random. His ears take inspiration from the geometry of the iconic Netflix “N,” weaving the brand directly into his silhouette in a way that feels subtle, smart, and ownable.
A character built to grow
We developed a flexible toolkit of expressions, poses, and dress-up assets, from sunglasses in summer to festive hats for the holidays. This gave Netflix a living system it could evolve, keeping Playground fresh while staying recognizable.
Empathy in the moments that matter
Noodles also helped solve a practical challenge. Error states and dead ends can feel frustrating, especially for young children. Instead of relying on standard system messages, we used Noodles to turn those moments into small, relatable stories. Whether he’s digging for something and finding nothing, or misplacing a toy, he helps communicate disappointment in a way that feels gentle, human, and easy for a child to understand.
Bringing the brand to life through motion
From a happy wagging tail to a signature dance, we designed Noodles to shine in motion. Animation gave the brand an extra layer of warmth and energy, turning him into a loyal, silly, and expressive focal point across the entire Playground experience.
By documenting Noodles in detail, from curves and construction to color and behavior, we gave Netflix more than a mascot. We delivered a scalable character system designed to grow with the platform.
Conceptual billboard
Small taps, massive impact
By focusing on the sweet spot between play and brand recognition, we created a toolkit that supports both engagement and parent-approved trust.
Netflix Playground launched with a cohesive, distinctive identity that stands out on crowded home screens and feels instantly recognizable. More importantly, it gave young users a reason to tap in and explore.
“We loved bringing this playful world to life, creating a brand toolkit that doesn’t just represent Netflix, but grows with its youngest fans.
”Ellen Hvam, Lead Producer, DEPT®
