Case Study: Netflix achieves a unified global brand with Gretel’s Stack identity system

Netflix unifies global brand across 65 countries with Gretel

Netflix, a leading global streaming service, faced the challenge of creating a cohesive and flexible visual identity system that could scale across its rapidly expanding global presence and unify its diverse marketing touchpoints. They partnered with the vendor Gretel to develop this system, which needed to be adaptable for use by numerous international agencies while still maintaining strong brand recognition.

Gretel's solution was "The Stack," an identity system built around a visual metaphor of an infinite catalog. This was complemented by the new global tagline "See What's Next" and a refined brand voice. The results were a highly successful and acclaimed rollout, with the new identity being praised for its strength and flexibility. Gretel helped Netflix implement a dynamic brand hub with guidelines, allowing for global consistency while supporting the creative freedom of its partners.

Netflix