Netflix tasked us with crafting bold branding that aptly represents the most over-the-top genre of storytelling across Latin America: Telenovelas. Specifically, Netflix’s expansive array of wonderfully melodramatic, gorgeous and engrossing Novelas. Plus, do it in a cheeky way that honors them with a wink. Qué drama.

Taking our cue from brash tabloids that specialize in speaking loudly, we customized and hyperbolized Netflix’s existing design system. Our extra-bold custom logo design acts dually as a colorful branding badge and as a deliberate portal to all the extraordinary Qué drama content. Combined with a pop-inspired palette, our Qué drama branding flourishes across streaming, social and OOH.