NETFLIX

Netflix “Screen Style”

Class Project
Magazine Design · Fashion Collections · Merchandise · Brand Integration

Art Direction Overview

Screen Style is a conceptual magazine and merchandise platform that reimagines Netflix as a fashion-forward brand. The project explores how cinematic storytelling can extend beyond the screen—translating characters, scenes, and narratives into wearable and collectible design.

The direction positions Netflix not just as a content platform, but as a cultural tastemaker shaping both entertainment and style.

The Idea

Audiences don’t just watch shows—they connect with characters, aesthetics, and moments.

This concept bridges that connection by turning on-screen identity into real-world expression.

Screen Style transforms fandom into fashion.

The System

Editorial Design (Magazine Core)
The magazine acts as the central platform, combining storytelling with fashion.

• Editorial layouts inspired by high-end fashion publications

• Integration of product features, interviews, and visual storytelling

• Strong typographic hierarchy balanced with cinematic imagery

Each spread is designed to feel immersive—blending narrative and style seamlessly.

Merchandise (Fashion Extensions)
Exclusive apparel and products inspired by Netflix originals extend the concept into physical form.

• Designs influenced by characters, scenes, and visual themes

• Positioned as fashion pieces rather than traditional merch

• Focus on wearability, trend relevance, and cultural appeal

The merchandise allows audiences to embody the content they consume.

Content Strategy (Storytelling Integration)
The content connects design with narrative:

• Behind-the-scenes features on design inspiration

• Editorial storytelling tied to specific shows and aesthetics

• Product storytelling that links fashion to character identity

This creates a deeper emotional connection between audience and brand.

Art Direction

The visual language merges fashion editorial with cinematic storytelling:

• Clean, elevated layouts inspired by modern fashion magazines

• Bold typography paired with dramatic, film-inspired imagery

• Strong use of contrast, lighting, and composition to reflect cinematic tone

• Balanced minimalism to maintain a premium, editorial feel

The goal is to make every page feel like a scene, not just a layout.

Audience

Primary: 18–35 Netflix viewers who engage deeply with shows and express identity through fashion
Secondary: trend-driven consumers interested in pop culture–inspired style

Execution

Developed a cohesive system across editorial design and merchandise, integrating storytelling with product design to create a unified brand experience.

Created using Adobe InDesign, Adobe Photoshop, and Adobe Illustrator.

Outcome (Conceptual)

A platform that positions Netflix as a leader in culture and style—blending entertainment, fashion, and storytelling into a single, cohesive experience.