NETFLIX KIDS
& FAMILY

Role: Design & Creative Direction
Agency: Hello Monday

To strengthen the continuity of Netflix’s Kids & Family initiatives—both on and off product—I led the design evolution of the brand identity, anchored in the principle of creating a safe, age-appropriate space for children, while giving parents peace of mind. The Kids logo was developed as an immediate visual signal of that safety: bold, playful letterforms rooted in Netflix Sans—a core brand equity—outlined with a protective stroke to reinforce the idea of a walled garden. Designed to scale globally, the visual system supports over 30 languages and resonates across diverse cultural contexts. For the app load animation, we created a simplified, joyful expression of the Netflix Streams ident—grounding it in the brand’s DNA while tailoring it for a younger audience. Building on this foundation, we extended the identity across the brand’s a suite of social sub-brands: Netflix Jr for younger kids, Netflix After School for older kids, and Netflix Family for parents—each designed to feel distinct yet connected under a unified visual system.