ROALD DAHL STORY COMPANY

Role: Design & Creative Direction
Agency: Pentagram

​As Netflix expanded its portfolio to include the works of Roald Dahl, the need arose for a brand identity that could encapsulate the whimsical and multifaceted nature of Dahl's storytelling as well as reflect an evolved brand strategy. The Roald Dahl Story Company sought a design system that would resonate across diverse audiences, from preschoolers to adults, and adapt seamlessly across various platforms, including films, series, publishing, and live theater. The resulting identity features a custom typeface, "Fantastic Mr. Font," which embodies the playful and mischievous spirit of Dahl's narratives. Complemented by a vibrant color palette inspired by iconic elements from Dahl's stories—such as the Golden Ticket and James's giant peach—the design system achieves a balance between lightheartedness and the darker undertones present in the author's work. This cohesive yet flexible branding ensures that the magic of Roald Dahl's stories continues to enchant audiences worldwide across all forms of media.