Studio Nari rebrands Most, the home for LGBTQIA+ storytelling on Netflix

London-based creative consultancy Studio Nari has worked with Netflix on a new identity for its sub-brand Most, which is the streaming service’s home for LGBTQIA+ storytelling, characters and people.

Asked to create a branding system that would “truly represent Most’s diverse community and capture the attention of both Gen Z and Millennial audiences”, the studio answered with a thoughtful, vibrant new look and feel for the platform.

“We wanted to champion narratives on and off screen through the identity,” explains Nari’s founder Caterina Bianchini. “Just like the storylines, we needed to create something that could adapt, develop and feel alive — something that could act as a platform of influence and value to our community and culture.”

At the heart of the rebrand is the logo, which — much like Netflix’s own logo — is a bold wordmark. For this element, the team drew inspiration from the Netflix Sans typeface to create lettering that feels like a masthead and features large, rounded forms that give the characters “an inky feel, as well as allowing them to feel more humanist”.

Here, the team were also keen to strike a balance between digital and print, as a way of referencing both their own product, and the editorial content that Most will produce. “This tension can be seen across all brand elements,” says Caterina. “We were influenced primarily by early 90s and 00s editorial references — work that felt vibrant, lively and free, as well as having a balance of authority in the way it was presented. This also led us to explore various textural approaches when creating the work.”

Elsewhere in the system, the type continues to lean on the original Netflix branding “to retain a level of brand equity”, but also venture into more bold territory. Rendered in a new weight, the typeface that Nari custom made for Most is fittingly called Netflix Sans Most and can be found across all of the assets, from posters to motion graphics.

Where motion is concerned, the Nari team continued to reference the editorial aspect of the Most platform by adopting an approach that nods to “the rolling motion of the printing press”. However, this more straightforward style is cleverly balanced with eye-catching, dynamic elements such as rich, glistening emojis, and symbols that bounce and spin on the screen. Caterina explains that these “act as further story telling for Most’s community as well as our own interpretation of themes, symbols and language often used within the community”.

Finally, all of these aspects are brought to life through a bright and expansive colour palette (including a specially made Most rainbow gradient) that was “built to feel contemporary” and to reflect the platform’s core audience. “The integration of vibrant colour captures the energy of the protagonist as well as represents the feeling of Most,” Caterina concludes.