[drama rules]
NETFLIX SPORTS
CLIENT
Netflix
YEAR
2023 / 2024
ROLE
Motion Direction / System Design
STUDIO
StudyHall
FORMAT
Brand Identity / Sub-brand System
For the Netflix Sports and Sports Club identities, I designed how they behave.
(X)
Directed motion across two identities
(X)
Originated the cube-rotation principle that drove Netflix Sports Club
(X)
Designed in-between logic for social, lower thirds, and transitions
(X)
Made the system watertight: every behavior, every surface
(X)
Edited 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 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 [this] 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.
I built a simple principle:
words come in reversed, a flip 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 logo spins on its axis
The layout flips on its sides
The whole brand lives in 3D space
Motion first, design follows.
005. // EXTENDING THE WORLD
Patterns, transitions, layouts...
006. // ON AIR
For the Netflix Sports Club podcast
same system, tuned for longer form.
