{"id":4447582,"date":"2026-05-20T17:29:11","date_gmt":"2026-05-20T15:29:11","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=case&#038;p=4447582"},"modified":"2026-06-08T16:06:33","modified_gmt":"2026-06-08T14:06:33","slug":"visual-identity-for-netflix-playground","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-uki\/case\/visual-identity-for-netflix-playground\/","title":{"rendered":"Visual Identity for Netflix Playground\u00a0"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<h1\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Netflix<\/h1><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Visual Identity for Netflix Playground\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"youtube\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"5rl1j2dMfi0\"\n\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >With Netflix Playground, Netflix set out to create a digital world just for kids, a space that felt playful, safe, and full of discovery.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >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.<br><br>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.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/05\/Netflix-playground-visual-design.webp\"\n\t\t\t\t\talt=\"Netflix Playground Core visual\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Winning the battle for the home screen<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The brief sounds simple: nake it appealing. The reality was pretty complex.<br><br>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.<br><br>So this became about more than just design. We were building a bridge between one of the world\u2019s biggest entertainment brands and its youngest audience, creating something that felt exciting for kids and reassuring for parents.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Turning brand DNA into a best friend<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Instead of simply polishing a wordmark, we created a character who could carry the brand with warmth, personality, and emotional resonance.\u00a0<\/p>\n<h3\tclass=\"text text-sans-48 block-text__text\"\n\t>Meet Noodles: <\/h3>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Netflix Playground\u2019s playful ambassador and a foundation for long-term affinity.<\/p>\n<\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/05\/Netflix-playground-visual-design-noodles-moves.png\"\n\t\t\t\t\talt=\"Noodles moves\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t\n<h3\tclass=\"text text-sans-48 block-text__text\"\n\t>An icon with meaning built in<\/h3>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Noodles was not designed at random. His ears take inspiration from the geometry of the iconic Netflix \u201cN,\u201d weaving the brand directly into his silhouette in a way that feels subtle, smart, and ownable.<\/p>\n\n<h3\tclass=\"text text-sans-48 block-text__text\"\n\t>A character built to grow<\/h3>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>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 recognisable.<\/p>\n<\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/05\/Netflix-playground-visual-design-noodles-with-hats.png\"\n\t\t\t\t\talt=\"Noodles with playful props &amp; hats\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t\n<h3\tclass=\"text text-sans-48 block-text__text\"\n\t>Empathy in the moments that matter<\/h3>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>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\u2019s 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.<\/p>\n\n<h3\tclass=\"text text-sans-48 block-text__text\"\n\t>Bringing the brand to life through motion<\/h3>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>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.<br><br>By documenting Noodles in detail, from curves and construction to colour and behaviour, we gave Netflix more than a mascot. We delivered a scalable character system designed to grow with the platform. <\/p>\n<\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/05\/netflix-playground-billboard-mockup.webp\"\n\t\t\t\t\talt=\"Netlfix Playground billboard mockup\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<p\tclass=\"text text-sans-16 block-text__text\"\n\t><em>Conceptual billboard<\/em> <\/p>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Small taps, massive impact<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>By focusing on the sweet spot between play and <a href=\"https:\/\/www.deptagency.com\/en-uki\/solutions\/brand-media\/\">brand recognition<\/a>, we created a toolkit that supports both engagement and parent-approved trust.<br><br>Netflix Playground launched with a cohesive, distinctive identity that stands out on crowded home screens and feels instantly recognisable. More importantly, it gave young users a reason to tap in and explore.<\/p><\/div>\n\t\n\t<\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" ><em>We loved bringing this playful world to life, creating a brand toolkit that doesn&#8217;t just represent Netflix, <span class=\"is-fancy-serif\">but grows with its youngest fans.<\/span><\/em><\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" ><em>Ellen Hvam, Lead Producer, DEPT<\/em>\u00ae<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4431313,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1581FF","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4431300,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/05\/Netflix-video.mp4"},"footnotes":""},"client":[999],"person":[619],"award":[],"case-industry":[42422,42407],"case-category":[42408,42416],"class_list":["post-4447582","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Visual Identity for Netflix 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