The direction was to design something that felt in the canon of Noah Baumbach’s filmography with an added level of maturity. I felt anything hand-drawn evoked a stereotypical “indie” tone, but anything classically serifed undercut the film’s humor. I opted to to chop off the serifs and go for something humanist, leading me to Bodoni Sans Regular. To me, this typeface elicits that specific tone of confident but not self-serving; it supports the naturalistic approach of the film without taking center stage.

Below are selected samples of initial explorations and potential color palettes.

Netflix ultimately decided to use this as the official title lockup for the 360 campaign, from key art to the eventual Criterion Collection release. Below are the teasers and TV spots I directly worked on.