Hulu Rebrand -2018

In 2018 we refreshed and simplified the Hulu brand identity to reflect our core rebellious roots and align with our new “Better Ruins Everything” brand campaign. The internal Creative Studio led, in partnership with our Brand, Content and Product teams, the visual and sonic rebrand with an invigorated new green to give it more attitude against black backgrounds and we retained our core “frame” element to brand multi-network content across all promotion and marketing.

We consolidated the Hulu Originals ID and Hulu ID to create a single refreshed Hulu Brand ID that captures the energy of the rebrand while carrying forward the familiar 4 note melody of Hulu Originals with partner Man VS Machine. This new ID runs as pre-roll before all exclusive and original content in an updated in-stream flow.

The refresh of elements carried across touchpoints within the app, the in-stream experience, brand marketing, content marketing, advertising and through all channels including social, email, and performance marketing. Deliverables included styleguides for all channel owners and a brand book.

ROLE: Executive Creative Director
AGENCIES: Big Family Table, Man Vs Machine
CLIENT: Hulu Marketing, Product, Originals
DATE: 2018/2019