Week 2 Case Study

 One Story Away 

https://youtu.be/IqkVUfYMZWM?si=Y_h55_8pLn2sBeNP

For my second case study, I decided to do it on one of my and probably many others' favorite streaming entertainment companies, NETFLIX. In 2020, Netflix launched the “One Story Away” campaign to remind the world of the emotional and transformative power of storytelling, especially during a time when much of the world was isolated due to the pandemic. 

Around this time, NETFLIX's objective with this campaign was to strengthen NETFLIX's global brand identity as a storytelling platform, and not just a streaming service. They tried to connect emotionally with audiences across cultures. Especially during the pandemic, they wanted to increase brand loyalty and engagement during a time of high content consumption since everyone was basically on lockdown for the most part. 

I think they did a great job meeting their objective because they included footage from a wide range of Netflix content, from action and romance to K-dramas, LGBTQ+ stories, African originals, and documentaries. They set an emotional tone by leaning heavily into empathy and how stories can help viewers understand people different from themselves. The media strategy they used was aired on television, YouTube, Instagram, and global outdoor ads (including subways and buses).

The title“One Story Away” was often placed centered or with generous padding, making it the focal point, showcasing great visual hierarchy. Netflix’s iconic red was subtly but consistently integrated into logos and transitions. As for the typeface they used, Netflix Sans, their custom typeface is modern, clean, and accessible. The last emotional appeal was focused more on empathy by focusing on human faces, small moments, and emotional expressions, reminding viewers of the power of connection.

From Netflix’s “One Story Away” campaign, I realized how important emotional connection is in design. Even with a simple message, the right visuals, color, and typography can make it powerful. I also learned that strong visual hierarchy helps guide the viewer’s eye, and color should match the mood of the message. I also placed the link to the video in this case study above. Feel free to watch it and see what message it delivers to you. I highly recommend watching it. I thought it was a great piece and message during that time of isolation. This really strengthened public perception of Netflix as a cultural connector, not just an entertainment company. For my future design projects, I’ll aim to create work that doesn’t just look good, but feels meaningful.