Netflix
As Netflix prepared to launch their next-gen TV interface, they needed a visual system for Callouts: bite-sized icons that would help drive choice and reduce decision fatigue. Previous explorations didn’t quite land—emoji-inspired styles skewed too playful, while simplified system icons faded into the background. The ask was to create a set of expressive, utility-driven illustrations that could cut through visual noise and read clearly from across the room.
“Jewels of delight that help guide choice.”
We explored five stylistic directions, each solving for a different tension between form and function, clarity and charm. The final system embraced cinematic design cues like soft lighting, layered transparency, and brand-forward color. Designed for 18 pixels, each icon needed to hold its own alongside photography, typography, and motion while guiding choice without distraction. The resulting set of 20+ illustrations enhances scannability, supports faster decisions, and adds just the right amount of visual delight to the viewing experience.
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Client
- Netflix
Directed by
- Oddfellows
Executive Creative Direction
- Chris Kelly
Executive Producer
- Erica Kelly
Creative Direction
- Nicole Stafford
Producer
- Lisa Edwards
Design
- Jordon Cheung
- Sunjin Kim
- Stephen Kelleher
- Mariah Barnaby-Norris
Animation
- Melina Poire
- Michael Wilkinson