BEEF
Our title cards for the new Netflix hit series “Beef” definitely do NOT go unnoticed. It was a real treat to combine our typography treatments with David Choe’s evocative artwork.
Lee Sung Jin, the creative mind behind the show, was looking for a series of title cards that felt disruptive, to interrupt the flow of the cold open from each episode.
Each of our title treatments is set over a painting that signifies a mood which matches the quote used for each episode title.
Heavily inspired by 90’s album covers and magazines such as Ray Gun, the treatments feel like artwork you can print on a shirt or make a cool poster you would want to frame and hang on your wall.
Simple, bold and impactful.
Deceivingly simple, the typography for ‘BEEF’ required an extensive exploration and extremely nuanced customization in order to feel just right.
For the logotype and the show credits, we used a slightly customized version of Balboa. It’s a very clean grotesque that is quick to read and has the right impact the show team was looking for.
The episode titles are set in Degular which, as a less condensed sans serif, pairs well with Balboa and its simplicity doesn’t take our attention away from the paintings.
Working with Sarofksy was an absolute pleasure. Across the board, everyone is a talented, imaginative collaborator, who gives their all to the vision.
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Executive Creative DirectorErin Sarofsky
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Executive ProducerSteven Anderson
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Creative LeadDuarte Elvas
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DesignersDaniel Geiszler
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Tony Agliata
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AnimatorDavis Cameron Chu
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ProducerKelsey Hynes
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ClientA24
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Netflix
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Created byLee Sung Jin
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EditorNat Fuller
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Paintings byDavid Choe
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Music byBobby Krlic
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ProducersArturo Guzman
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Jason Tobias
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Post SupervisorAndrew F. Petrella
Ramy
Cherry
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