[drama rules]
NETFLIX SPORTS
CLIENT
Netflix
YEAR
2023 / 2024
ROLE
Motion Direction / System Design
STUDIO
StudyHall
FORMAT
Brand Identity / Sub-brand System
Defined the motion language for two Netflix identities.
(X)
Designed sequencing logic for logo, type, social containers, broadcast package
(X)
Originated the cube-rotation principle that anchored "Sports Club"
(X)
Made the system watertight: every behavior, every surface
(X)
Edited and sound designed a case study film that was featured in It's Nice That1 and The Brand Identity2
001. CONTEXT
Netflix Sports is the home for everything sports on the platform: documentaries, live events, podcasts, the Sports Club community.
Motion isn't a just the finishing layer, it's how the brand exists.
002. INSIDE THE SYSTEM
I defined the motion logic:
how the logo enters
how the pattern breathes
how typography animates
how social posts sequence
how lower thirds--
how transi--
how--
If a future designer asks "how should X move?", the system answers.
003. THE OTHER SIDE OF SPORTS
The brand launched in France under the tagline "Discover The Other Side of Sports", the part fans actually live in.
The brief didn't ask for a new motion idea but there was an opportunity to build a simple principle:
words come in reversed, a rotation reveals them.
The motion mirrors the campaign idea: you have to rotate to see the other side.
004. THE LOGO MOVES FIRST
The rotation principle drove a secondary identity, Netflix Sports Club. The logos, layouts, and copy spin on its axis, flips on its sides, moves in 3D.
005. EXTENDING THE WORLD
Patterns, transitions, layouts.
006. ON AIR
For the Netflix Sports Club podcast, we took the same system and tuned it for longer-form.
