From billboard to binge to create one Hulu.

Hulu's transformative journey, boasting 39.4 million U.S. subscribers, unfolds through compelling Originals like The Handmaid’s Tale, live TV with sports and news, and a rich library. In collaboration with DixonBaxi, a dynamic partnership realigned and reimagined the brand, marketing, and product experience as ‘One Hulu’.

The Vessel: A dynamic blend of storytelling and premium expression.

The Hulu logo has always had strong equity but needed to have more meaning. Research led us to uncover the origins of the name, an ancient Chinese proverb that describes Hulu as a ‘gourd’ — the ‘holder of precious things’. This pivotal discovery became the basis for the new brand design with the ‘U’ in the logo forming part of the Vessel. The Vessel flexes from charismatic storyteller to premium expression. Seamlessly connecting brand and product.

It was a true cross-functional team collaboration. It was about doing it differently and challenging the norms and creating a design system that was truly powerful.”

Reid Thompson, VP Creative, Hulu

From app launch to your favourite shows, it’s all one Hulu.

The Vessel flexes from charismatic storyteller to premium expression. Seamlessly connecting brand and product. With clear attribution and ease of navigation while allowing Hulu Originals to stand proud.

Maximum attitude. Waffle free.

The new voice features punchy headlines that make people think twice, maintaining a friendly and fun tone to deliver essential information. The dialled-up out-of-home advertising is optimistic, charming, and cheeky. Coupled with a simplified product, it makes every word count, creating a waffle-free zone.

Connecting people to the stories they love.

The Vessel is an infinitely adaptive design and narrative system. It sparks conversations and serves as a guide. It’s a friend and a fan which connects us to the stories we love. Celebrating powerful characters, iconic moments and having something to say about all of it.

Bolder. Brighter. Greener.

We doubled down on the distinct Hulu green to create ownership and punctuate stories. Then we expanded the palette with deeper, richer, content-inspired colours that create an atmospheric world, bringing the warm glow of the TV experience into our brand. The design system is adaptive and plug-and-play, with every detail crafted to work everywhere for everyone.

A bold launch
across the US.
Time to have Hulu.

The new brand launches as part of a major out-of-home campaign across the U.S. and will be seen across every part of the Hulu experience.