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NX B&E Channel Rebrand

NX was created by Netflix as a brand & editorial channel to bring their geek audience and disperate titles in the geek space under one roof. From its inception, there were major holes in the channel's branding. Their strategy lacked a cohesive message to unite their audience. Growth was slow. And even worse, there was confusion within the community about why certain shows were or were not being promoted. Netflix needed a partner to help get their beleaguered channel back on track.

The rebrand started with a fresh strategic approach on how to organize their Instagram channel, a new design toolkit and an array of content formats from which to promote their library of new and existing titles. The new approach yielded an immediate impact. Fans flocked to the channel and post engagement shattered previous records.

Credits

CD: Reha Baydar
ECD: Joe Matsushima
ECD: Joel Jensen
Agency: Denizen

The Geek Manifesto

You’re a geek.
Your passions bring worlds together.

From spaceships to superheroes,
gaming to comic books,
being geek has no one genre
nor one medium.

NX is home of all things geek,
where fans find the things they love most,
subjects are explored in vast detail
and fandom is rewarded.

The one home
Where universes collide and geeks unite.

Creating the Toolkit
Gradients and iconography were created and assigned to specific categories and genres, helping to establish a sense of organization and structure within the channel. This identity system was also used for the channel's Highlights which signaled to fans that this would be Netflix’s destination for all the geeky things they loved.

How it Worked: IG Highlights

Post Type Identity System
The gradients were also applied to a tabbing system that gave each post a marker that helped bucket the creative into specific genres. This was a subtle way to not only give our content additional organization, it helped to make certain posts feel more editorialized.

Content Formats
Another successful part of the rebrand was the creation of formats that formed the backbone of our creative ideation. The implementation of these formats helped guide the team's creative efforts and served as a showcase for our community's favorite shows and characters. These formats helped bring these aspects to life in limitless ways.

Week in Geek: Tappable Contents