RECAP
Classroom Project
DESCRIPTION
To create a hypothetical sister brand for the expansion of a pre-existing brand, keeping the visual identity cohesive.
DURATION
2 weeks
ROLE
Branding
What if Netflix started hosting their own outdoor cinema, showcasing classics as well as Netflix originals?
Research and brand study
BRAND RESEARCH
1
Defining the parent brand
Netflix is a streaming service that offers a wide variety of TV shows, movies, anime, documentaries etc. that you can view on your phone/laptop/TV/iPad etc.
11
Understanding the parent brand
The core strategy is to grow their streaming subscription business domestically and globally while prioritizing customer satisfaction.
111
Defining the sector
An outdoor cinema does exactly what it says on the tin. A large outdoor venue with a considerably large screen that friends, families and couples drive to, park up and watch a great movie from their car or while seated on comfy beanbags in front of the screen.
MARKET RESEARCH
1
Parent brand positioning
Netflix wants to entertain the world. If they succeed, there is more laughter, more empathy, and more joy. And so with this approach, they are a more flexible, fun, stimulating, creative, collaborative and successful organisation
11
Analysing the competition
As of the end of March 2021, Netflix had 207.6 million total paying subscribers, remaining the dominant player in the streaming service market.
But now, competitors have started eating into Netflix’s dominance.
111
Scope for the subsidiary
Being a niche sector, there aren't any main competitors for outdoor cinema, especially in a predominantly digital world right now.
But it does provide a good incentive for users to experience the same quality of entertainment but in a more open environment; especially being backed up by a big brand.
THE WHY'S AND THE WHY NOT'S
1
Sentimental Value
25 years is certainly a milestone to be celebrated in style. This will be a throwback special to take a trip down memory lane and see how far they've come.
A special moment for a special brand. Why turn down the opportunity to be extra?
11
Exploiting the nostalgia
Now, keep in mind this isn't their 25th year of streaming content online; it's of founding the company and renting out DVD'S to customers-the original business plans before the Internet boom.
Tracing back to its roots and paying respect shows authenticity and could connect with a lot of their audience.
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Marketing appeal
Netflix is a well-known established brand and certainly at the top of its game. Seeing a brand with such value paying tribute to its journey so far is guaranteed to attract people and create a buzz.
1V
Monopoly in the new expansion
Their vision states that they want to be 'the best global entertainment distribution service' in the world. Although the mission focuses on building their internet persona, this approach could change the whole game.
None of their competitors has dabbled in this region and the anniversary excuse couldn't come at a better time, now that other services are stealing their market share.
Developing the brand identity
NOMENCLATURE
The name of the brand is a crucial step in brand identity ideation since to be memorable and relevant to the users as well as the brand persona.
Brand Name:
Recap
Season 25
The Netflix feature where it shows the Recap of every episode at the start so users can catch up.
Current tagline:
See what's next
Proposed tagline:
Previously On
In the previous episode
The story so far
The catchphrase while each Recap plays.
VISUAL LANGUAGE
Recap's identity will be an amalgamation of Netflix's current modern and sleek style and a retro touch-much like their previous style.
Existing visual language
Classic. Sleek. Iconic.
A whole webpage is dedicated to Netflix's brand language right here: https://brand.netflix.com
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In short -
Netflix is a premium brand that is exceptionally rigid about their brand guidelines. So while designing an identity, it's better to colour within the lines.
Colour palette
The primary colour will be white instead of black since white would capture the retro feel better.
Existing logo
With the arc of a vintage CinemaScope and the signature Netflix red, the existing wordmark is iconic.
The primary logo is Netflix Red on a black background. This is to create a premium cinematic feel as they continue to set the industry standard for original content.
Typography
Bebas neue
We'll stick to Netflix's current font for the typography.
I took inspiration from the older wordmark since it was classic and everyone hated them for a while when them switched it up. Might earn them some brownie points.
The inverted E signifies reminiscence-
looking back at the last 25 years.
What is
RECAP?
Netflix is venturing into a new sector while still maintaining its vision for the brand: to remain a world-class entertainment leader.
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RECAP - an open theatre, will serve as the frontrunner of this expansion and as a special initiative for its 25th anniversary in 2022 and continue even as the tradition is over.
It will aim to show the audience's all-time favourite classics to reminisce the brand's journey so far.
The
final showdown
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Lights, Camera, Action
To make the experience even more memorable and unique, it only made sense to have the tickets be designed as a movie clapper, keeping the theme intact.
Yummy Tummy
The coupons at the event would be designed like a film roll, with markings to tear one piece at a time.
Exploiting the famous 'Netflix and chill' slang because how could I not
Don't get lost
Entrance and washroom signs keeping the style consistent.
The
learnings
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Understanding brand guidelines and maintaining a cohesive visual language.
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Conceptualizing and developing appropriate collaterals keeping in line wih the theme.
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Expanding the scope of a business beyond its current market.