Tubi

A new generation of digitally-native Americans want to embrace their obsessions (lifelong or fleeting) in their own way. Free from cable contracts and limited content libraries of the big streamers.

Tubi’s new brand identity embraces the unique content journeys its users are known for going down; the ‘rabbit holes’ of interest that everyone can fall into whilst exploring over 240,000 movies and TV shows.

MEETING THE TUBI TEAM AND SEEING THE WORLD THROUGH THEIR EYES WAS ESSENTIAL. AND WHAT WE HEARD WAS THAT WE NEEDED TO KEEP THE WEIRD AND BE UNEXPECTED. AS WE BEGAN DESIGNING, WE STAYED EXPRESSIVE, PLAYFUL, AND IRREVERENT. WE WERE INTERESTED IN EXPLORING WHAT TUBI FELT LIKE, WHERE COULD IT TAKE US, AND HOW WE COULD CAPTURE TRUE PERSONALISATION THROUGH EMOTION AS MUCH AS PRODUCT.

A bold ident and the unforgettable “TuUUU-BI, TU-BI” jingle don’t just introduce the brand, they announce it. The logo subtly nods to the rabbit hole, a visual cue to Tubi’s endless stream of unexpected content. Developed in partnership with Zelig Sound, the jingle acts as a playful sonic signature that cuts through the noise. Together, they break from the brooding tropes of entertainment branding. No gloom, just joyfully offbeat energy.

The ‘quirky’ personality from Tubi’s recent campaigns became an anchor point for defining the refreshing peculiarity unique to this brand’s tone of voice. Tubi’s voice is experimental, pithy and offbeat, but never complicated, befriending and entertaining the viewer at every step of the brand experience. From functional copy to billboard slogans, the tone of voice is always unabashedly amped and relatable, so that viewers genuinely want to stick around and talk to Tubi.

Working with Mark Butchko from Central Type, a Chicago type foundry, we tailored a confident typeface, Tubi Stans, to match the irreverent tone of voice that sets Tubi apart from competitors, with the name itself paying homage to the super-fan culture that the brand embodies. Sprinkled across the typography, flipped glyphs and characters that subtly bend into the iconic Rabbit Hole shape, help to convey playful oddity at every level of messaging.

High-contrast and saturated illustrations splash across the brand to explain product features with warmth and wit, making sure that even the smallest of moments have the power to constantly excite. Created in collaboration with illustrator AndJela Jankovic, these striking graphic drawings use exaggerated perspectives and larger-than-life colours to depict Tubi embedded into the lives of its vibrant fans.