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Bēhance

Evolution of Netflix Email Design

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  • CREATIVE BRIEF:
     
    Evolve the email design to more accurately reflect the changing nature of the brand.
     
  • But first, a brief look back...
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    PROJECT GOALS: 
     
    One of the issues with the old ‘red envelope’ email design was its limited ability to showcase anything more than a single heavily text-based message. Also, the look was dated and out of alignment with the current direction of the brand which was motivated by a richer dynamic user experience. 

    Some of the chief goals of the redesign was to create modularity, visual excitement, and a mobile-optimized template that together would deliver a more refined, tailored experience.
  • We had to deconstruct the aspects of the design that had value for us and use that as a baseline to build out a wholly new design that encompassed many features that were previously missing. Some of the additional elements touched upon:

       • Effective use of typography
       • Nuanced approach to color, negative space and spatial balance
       • How to effectively design a robust experience for both mobile and desktop
       • Recalibrate the design process to a mobile-first approach
       • Effective use of phtography
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    SOME EARLY EXPLORATIONS:
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    Arrested Development Season 4 • Pre-Launch Email

       • Personalized eyebrow
       • Animated gif showing cast walking out of closed container
       • Localized in 9 languages
       • Easter eggs hidden throughout linking to funny scenes
       • Links to 10 iconic moments from previous seasons

     
  • Arrested Development Season 4 • Launch Email
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    AUDIENCE REACTION:
     
    The Arrested Development emails received our highest-ever response on Twitter.
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