Netflix House

Role: Creative Lead, Brand & Marketing

Company: Netflix

Challenge: Conceptualize and architect the brand identity for Netflix's first-ever permanent physical destination — a groundbreaking multi-hyphenate entertainment space merging retail, dining, and immersive experiences in two suburban markets. Mandated to build a category-defining brand from zero equity that would sit at the intersection of premium global entertainment and accessible community culture. The identity needed to translate Netflix's digital-native prestige into tangible, physical-world relevance while educating consumers on an entirely new form of entertainment. Bridge the aspirational with the everyday. New to Netflix. New to the world.

Creative Leadership & Approach: Led end-to-end brand architecture development, establishing the strategic creative north star that unified cross-functional teams across Experience Design, Real Estate, Ops, and Consumer Products. Directed the translation of streaming entertainment aesthetics into spatial brand language — defining how Netflix "feels" in three dimensions. Developed phased campaign ecosystems spanning launch hype, grand opening, and sustained engagement periods.

Deliverables:

• Brand strategy & positioning framework

• Visual identity system (logo, typography, color architecture, graphic system)

• Brand guidelines & asset toolkits

• Environmental/spatial branding creative direction

• Launch campaign platform & go-to-market creative strategy

• Sustained engagement campaign platforms (seasonal, cultural moments)

• OOH creative direction (billboard, in-mall signage, transit, wild postings)

• Social & digital campaign creative direction

• Photography & videography creative direction (including all pre-post creative guidance decision-making)

• Email & CRM creative systems

• Consumer products & merchandise creative direction

• In-venue digital screen content strategy

• Partnership & co-marketing creative toolkits

• Copy & tone of voice guidance