Hulu launches revamped brand experience
The US streaming platform has updated its design system to offer a more unified experience and reflect the ancient proverb that inspired its name
07/04/2021
7:44 am
As design plays an increasingly integral role in differentiating between the swathes of streaming services out there, US-only platform Hulu has unveiled a new branding, marketing and product experience that aims to unify all three under a concept known as One Hulu.
The revamp has been a collaboration between brand and design consultancy DixonBaxi and Hulu’s relatively new in-house creative studio Greenhouse.
The name Hulu is said to come from an ancient Chinese proverb implying the ‘holder of precious things’. This idea has been woven into the design system, with the ‘U’ in the wordmark forming part of the framing devices seen throughout the new branding, advertising and product design.