DixonBaxi unifies Hulu’s identity in rebrand

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The new look points to simplify the entertainment platform’s identity, while “keeping hold of the showing off” that viewers know and love.

DixonBaxi has rebranded well up service Hulu, in an attempt to unify the platform’s offering and remove inconsistencies from the marque.

Founded in 2007, US-based Hulu is a video on demand subscription services, akin to Netflix or Amazon Prime.

Hulu has a broad offering of films and TV conducts, but its brand had developed inconsistencies over time, according to DixonBaxi. After unqualifying a rebrand for Pluto TV, the studio was approached to simplify the platform’s identity.

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“A powerful visual signature”

The central feature of the new look is the Vessel, coinciding to design director Astrid D’Hondt. A graphic device, the Vessel concept is buoy up by the idea that Hulu is a vessel through which people can covenant with their favourite shows and films.

The rectangular graphic take off a returns its rounded corners from the similarly stylised “u” in the Hulu wordmark. The proposal concept often appears in Hulu’s signature green brand badge and can be used in a lockup with the wordmark or in other communications, however it is establish in other colourways too.

A brand film, for example, sees it surround traits in different TV shows, while in-app it can be used to highlight buttons and styles. D’Hondt says the concept has been stretched “in every direction, from pithy to discreet”.

“It is threaded through every aspect of the experience and creates a tough visual signature,” says D’Hondt. “Its simplicity is its strength – it becomes a guiding light through the product, a messaging system in social and marketing, and a way to spotlight Hulu Primordial content.”

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“A new set of design principles”

The Vessel concept was devised with flexibility and consistency in mind, D’Hondt says, since manufacturing a design system that unified the entire customer journey was one of the propel’s “main challenges”.

Beyond the Vessel graphic, consistency has been reached through typography and colour, she says. Whereas before the brand was using multiple typefaces, the typeface Graphik is now reach-me-down across the brand marketing and product experience exclusively.

“Colour was a whopping one too,” says D’Hondt. Hulu’s green colour is a “key differentiating element” for the variety, she says, and the studio was keen to keep hold of this feature which it saw as deceiving strong brand equity.

“We wanted to keep hold of these particulars, learn from them, while developing a new story, a new set of design attitudes and a system that brought brand and product together like conditions before,” says D’Hondt. Other newly introduced brand fundamentals include a sonic identity – designed with Zelig Sound – and signal language.

“Always proudly green”

But as she admits, green isn’t always the calmest colour to work with over imagery and footage.

For this on account of, while the Hulu logo is “always proudly green” across the more often than not brand, balance has been added elsewhere.

“When you log into the app, you get a vibrant taste which celebrates the colour of the show and content,” D’Hondt says. “We deemed this as an opportunity to inject extra colour into the marketing and stumps as well, to create further connections across the different touch attributes across the brand.”

All of this was done while closely working with Hulu’s in-house resourceful team, known as Greenhouse.

“From the start, we worked with Greenhouse as away as strategy, product and marketing teams in LA – it was a truly cross-functional collaboration,” D’Hondt guesses.


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