The Art of What’s Next: Netflix Unveils Tarot-Inspired Global Brand Identity for 2026

Netflix has officially launched its most ambitious global campaign of the year: “What’s Next.” Centered on the theme of discovery, the campaign uses the mystical lens of tarot to invite audiences to glimpse the future of storytelling.

The creative concept, originated by Netflix, was brought to life at scale by creative company LOS YORK. Together, the teams have reimagined how the streaming giant communicates its massive 2026 slate across 30+ languages and dozens of international markets.

The Tarot as a Portal

At the heart of the campaign is a bespoke Tarot Card System featuring 50 custom-illustrated cards. Each card acts as a visual portal into a Netflix title, blending iconic key art with traditional Major Arcana references.

To support this world-building, LOS YORK developed a comprehensive iconography language and a modular identity system. This includes:

Bespoke Illustration: 50 unique cards reinterpreting Netflix’s library through a hand-crafted, mystical lens.

Custom Iconography: A library of symbols that merge specific show motifs with tarot symbolism.

Global Design Toolkit: A flexible grid system for motion, typography, and layering, designed to adapt seamlessly across OOH, paid social, and international markets.

Building an Evergreen Future

While the tarot campaign marks the debut, the project also introduces Netflix’s new evergreen tagline: “What’s Next.” LOS YORK crafted the visual language for this brand mark, ensuring it functions as both a campaign device and a long-term brand asset that will live on long after the tarot rollout concludes.

From Influencer Kits to Anamorphic 3D

The campaign bridges the gap between the tactile and the digital. The rollout includes:

Physical Tarot Decks: Exclusive influencer and press kits featuring the custom-illustrated cards.

Anamorphic Motion: A flagship 3D billboard animation premiering in New York City and Los Angeles, bringing the tarot universe to life in a massive, 15-second 3D experience.

AV End-Cards: New animated treatments for the "What’s Next" tagline, produced in collaboration with W+K for Netflix’s highly anticipated 2026 film trailers.

A Collaboration of Concept and Craft

Netflix’s 'What’s Next' is about the thrill of discovery—uncovering clues, spotting connections, and glimpsing the future. Netflix set the stage with a brilliant concept, and LOS YORK built the world to house it. It’s a system that is global in scale, but intimate in detail.

The "What’s Next" campaign is currently rolling out worldwide across all platforms.