Netflix is the world’s leading internet entertainment service with over 117 million members in over 190 countries, enjoying more than 140 million hours of TV shows and movies per day. Programming includes original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen. Subscribers can play, pause and resume watching, all without commercials or commitment. The core of Netflix service is an infinite, ever-changing catalogue and custom curated selections. Their tagline, “See What’s Next” is their ode to innovation. The company required an annual report to convey crucial information to shareholders and to evoke their visual brand voice.
Netflix has introduced a global brand identity to serve its recent expansion into new international markets. New York based design firm Gretel created the stack system to convey Netflix’s endless catalogue of shows and movies. My goal for this publication was to merge Gretel’s stacking elements with the company’s yearly numbers, to embody the brand’s core values on the annual report spreads. Following Netflix’s brand guidelines, I integrated their custom arc and brand red across the report. Gotham is used throughout the entire document, with imagery from the company’s original content.