From billboard to binge – DixonBaxi partners with Hulu on a new, unified brand experience.

DixonBaxi, in close partnership with Hulu, have created a new brand design for the U.S. streaming platform. The new design unifies the Hulu experience like never before with a brand system born from the origins of its name. We call this ‘One Hulu’.

From billboard to binge – DixonBaxi partners with Hulu on a new, unified brand experience.

DixonBaxi, in close partnership with Hulu, have created a new brand design for the U.S. streaming platform. The new design unifies the Hulu experience like never before with a brand system born from the origins of its name. We call this ‘One Hulu’.

Hulu - 00 - Header + Text

From billboard to binge – DixonBaxi partners with Hulu on a new, unified brand experience.

DixonBaxi, in close partnership with Hulu, have created a new brand design for the U.S. streaming platform. The new design unifies the Hulu experience like never before with a brand system born from the origins of its name. We call this ‘One Hulu’.

From billboard to binge – DixonBaxi partners with Hulu on a new, unified brand experience.

DixonBaxi, in close partnership with Hulu, have created a new brand design for the U.S. streaming platform. The new design unifies the Hulu experience like never before with a brand system born from the origins of its name. We call this ‘One Hulu’.

Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text
Hulu - 00 - Header + Text

Hulu - 00 - Looping Video (full)

Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)
Hulu - 00 - Looping Video (full)

Unifying every aspect of the brand as ‘One Hulu’.

Hulu has undergone a huge amount of growth and change. With over 39.4 million subscribers in the U.S., the streamer offers Originals including The Handmaid’s Tale and Woke, live TV featuring sports and news and an impressive library of top titles and films. Over an intensive, highly collaborative partnership, DixonBaxi was challenged to leverage equity, realign and reimagine the brand, marketing and the product experience as ‘One Hulu’.

Unifying every aspect of the brand as ‘One Hulu’.

Hulu has undergone a huge amount of growth and change. With over 39.4 million subscribers in the U.S., the streamer offers Originals including The Handmaid’s Tale and Woke, live TV featuring sports and news and an impressive library of top titles and films. Over an intensive, highly collaborative partnership, DixonBaxi was challenged to leverage equity, realign and reimagine the brand, marketing and the product experience as ‘One Hulu’.

Hulu - 01 - Header + Text

Unifying every aspect of the brand as ‘One Hulu’.

Hulu has undergone a huge amount of growth and change. With over 39.4 million subscribers in the U.S., the streamer offers Originals including The Handmaid’s Tale and Woke, live TV featuring sports and news and an impressive library of top titles and films. Over an intensive, highly collaborative partnership, DixonBaxi was challenged to leverage equity, realign and reimagine the brand, marketing and the product experience as ‘One Hulu’.

Unifying every aspect of the brand as ‘One Hulu’.

Hulu has undergone a huge amount of growth and change. With over 39.4 million subscribers in the U.S., the streamer offers Originals including The Handmaid’s Tale and Woke, live TV featuring sports and news and an impressive library of top titles and films. Over an intensive, highly collaborative partnership, DixonBaxi was challenged to leverage equity, realign and reimagine the brand, marketing and the product experience as ‘One Hulu’.

Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text
Hulu - 01 - Header + Text

Hulu - 01 - Single Image

Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image
Hulu - 01 - Single Image

Hulu - 01 - Video Controls

Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls
Hulu - 01 - Video Controls

Fuelled by 4 global design principles.

Collaborating across the brand, product, campaign and strategy leadership, we developed a set of four universal global design principles that underpin the entire brand. They express the need to put the story first, to be warm and delightful, to do it different and to be simply essential.

Fuelled by 4 global design principles.

Collaborating across the brand, product, campaign and strategy leadership, we developed a set of four universal global design principles that underpin the entire brand. They express the need to put the story first, to be warm and delightful, to do it different and to be simply essential.

Hulu - 02 - Header + Text

Fuelled by 4 global design principles.

Collaborating across the brand, product, campaign and strategy leadership, we developed a set of four universal global design principles that underpin the entire brand. They express the need to put the story first, to be warm and delightful, to do it different and to be simply essential.

Fuelled by 4 global design principles.

Collaborating across the brand, product, campaign and strategy leadership, we developed a set of four universal global design principles that underpin the entire brand. They express the need to put the story first, to be warm and delightful, to do it different and to be simply essential.

Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text
Hulu - 02 - Header + Text

Hulu - 02 - Looping Video

Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video
Hulu - 02 - Looping Video

Hulu is a vessel. The holder of precious things.

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.

Hulu is a vessel. The holder of precious things.

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.

Hulu - 03 - Header + Text

Hulu is a vessel. The holder of precious things.

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.

Hulu is a vessel. The holder of precious things.

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.

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Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text
Hulu - 03 - Header + Text

Hulu - 03 - Single Image (1 of 6)

Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)
Hulu - 03 - Single Image (1 of 6)

Hulu - 03 - Single Image (2 of 6)

Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)
Hulu - 03 - Single Image (2 of 6)

Hulu - 03 - Single Image (3 of 6)

Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)
Hulu - 03 - Single Image (3 of 6)

Hulu - 03 - Single Image (4 of 6)

Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)
Hulu - 03 - Single Image (4 of 6)

Hulu - 03 - X4 Grid (5 of 6)

Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)
Hulu - 03 - X4 Grid (5 of 6)

Hulu - 03 - Single Image (6 of 6)

Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)
Hulu - 03 - Single Image (6 of 6)

A new network ID pulls you into the Huluverse.

It all begins with an iconic, new network ID that will live at the start of every Hulu Original. The sonic identity – developed in partnership with Zelig – features a unique four-beat mnemonic. This is carried through all key brand interactions from platform startups, pre-rolls to campaign end-tags.

A new network ID pulls you into the Huluverse.

It all begins with an iconic, new network ID that will live at the start of every Hulu Original. The sonic identity – developed in partnership with Zelig – features a unique four-beat mnemonic. This is carried through all key brand interactions from platform startups, pre-rolls to campaign end-tags.

Hulu - 04 - Header + Text

A new network ID pulls you into the Huluverse.

It all begins with an iconic, new network ID that will live at the start of every Hulu Original. The sonic identity – developed in partnership with Zelig – features a unique four-beat mnemonic. This is carried through all key brand interactions from platform startups, pre-rolls to campaign end-tags.

A new network ID pulls you into the Huluverse.

It all begins with an iconic, new network ID that will live at the start of every Hulu Original. The sonic identity – developed in partnership with Zelig – features a unique four-beat mnemonic. This is carried through all key brand interactions from platform startups, pre-rolls to campaign end-tags.

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Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text
Hulu - 04 - Header + Text

Hulu - 04 - Looping Video (full)

Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)
Hulu - 04 - Looping Video (full)

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.

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.

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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.

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.

Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text
Hulu - 05 - Header + Text

hulu - 05 - Single Image (1 of 2)

hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)
hulu - 05 - Single Image (1 of 2)

hulu - 05 - Single Image (2 of 2)

hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)
hulu - 05 - Single Image (2 of 2)

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.

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.

Hulu - 06 - Header + Text

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.

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.

Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text
Hulu - 06 - Header + Text

Hulu - 06 - Single Image (1 of 3)

Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)
Hulu - 06 - Single Image (1 of 3)

Hulu - 06 - X2 Grid (2 of 3)

Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)
Hulu - 06 - X2 Grid (2 of 3)

Hulu - 06 - Single Image (3 of 3)

Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)
Hulu - 06 - Single Image (3 of 3)

Bolder. Brighter. Greener.

We doubled-down on the distinct Hulu green –  to create ownership and punctuate stories. Then expanded the palette with deeper, richer content-inspired colors that create a rich atmospheric world, bringing the warm glow of the TV experience into our brand.

Bolder. Brighter. Greener.

We doubled-down on the distinct Hulu green –  to create ownership and punctuate stories. Then expanded the palette with deeper, richer content-inspired colors that create a rich atmospheric world, bringing the warm glow of the TV experience into our brand.

Hulu - 07 - Header + Text

Bolder. Brighter. Greener.

We doubled-down on the distinct Hulu green –  to create ownership and punctuate stories. Then expanded the palette with deeper, richer content-inspired colors that create a rich atmospheric world, bringing the warm glow of the TV experience into our brand.

Bolder. Brighter. Greener.

We doubled-down on the distinct Hulu green –  to create ownership and punctuate stories. Then expanded the palette with deeper, richer content-inspired colors that create a rich atmospheric world, bringing the warm glow of the TV experience into our brand.

Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text
Hulu - 07 - Header + Text

Hulu - 07 - Looping Video (1 of 2)

Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)
Hulu - 07 - Looping Video (1 of 2)

Hulu - 07 - Looping Video (2 of 2)

Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)
Hulu - 07 - Looping Video (2 of 2)

Maximum attitude. Waffle free zone.

The new voice features punchy headlines that make people think twice, as much being friendly and fun telling people what they need to know. It’s dialled up in out-of-home advertising that is optimistic, charming and cheeky and dialled down on the product, making every word count in this waffle-free zone.

Maximum attitude. Waffle free zone.

The new voice features punchy headlines that make people think twice, as much being friendly and fun telling people what they need to know. It’s dialled up in out-of-home advertising that is optimistic, charming and cheeky and dialled down on the product, making every word count in this waffle-free zone.

Hulu - 08 - Header + Text

Maximum attitude. Waffle free zone.

The new voice features punchy headlines that make people think twice, as much being friendly and fun telling people what they need to know. It’s dialled up in out-of-home advertising that is optimistic, charming and cheeky and dialled down on the product, making every word count in this waffle-free zone.

Maximum attitude. Waffle free zone.

The new voice features punchy headlines that make people think twice, as much being friendly and fun telling people what they need to know. It’s dialled up in out-of-home advertising that is optimistic, charming and cheeky and dialled down on the product, making every word count in this waffle-free zone.

Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text
Hulu - 08 - Header + Text

Hulu - 08 - Single Image

Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image
Hulu - 08 - Single Image

Hulu - 08 - X2 Grid

Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid
Hulu - 08 - X2 Grid

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.

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.

Hulu - 09 - Header + Text

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.

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.

Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text
Hulu - 09 - Header + Text

Hulu - 09 - Single Image

Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image
Hulu - 09 - Single Image

Hulu - 09 - Looping Video

Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video
Hulu - 09 - Looping Video

A collaboration between DixonBaxi and the Hulu strategy, design, product, and marketing teams.

A collaboration between DixonBaxi and the Hulu strategy, design, product, and marketing teams.

Hulu - 10 - Header + Text

A collaboration between DixonBaxi and the Hulu strategy, design, product, and marketing teams.

A collaboration between DixonBaxi and the Hulu strategy, design, product, and marketing teams.

Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text
Hulu - 10 - Header + Text

Hulu - 10 - Video Controls

Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls
Hulu - 10 - Video Controls

Bringing financial freedom to the unbanked of the Philippines.

We partnered with Tyme Bank to launch GoTyme, a new digital bank in the Philippines. We created a brand and digital experience with an authentic and empathetic perspective on the banking industry; a familiar voice in a world full of ones and zeros.

Understanding banking
in the Philippines.

The financial power imbalance in the Filipino market drastically favours banks. Real and perceived barriers to entry lead many of the unbanked to feel that financial freedom is unattainable.

“I want to make sure I have a stable and upwards trajectory in my career.”

“I want to provide for my family and our day-to-day needs.”

“It would be good to have easy
access to my bank.”

We saw the opportunity to create a customer-centric banking experience. One that empowered users, helping them do exactly what they want with their money. A service that values people over their account balance.

Potential Unlocked: banking with transparency and empathy.

We developed a set of creative principles to ensure the design and digital identity build access and understanding into every application. The result is a surprisingly human feel to a fearlessly future-focused take on banking. Potential Unlocked is the idea at the core of the system–a mission to reinvent banking and help people unlock their financial futures.

Small actions. Big results.

The brand’s visual language puts money in motion, illustrating the fact that GoTyme is here to help users unlock their potential by breaking big goals down into manageable steps. From additive motion behaviours to the tagline “It all adds up”, the brand communicates the power of small actions over time.

Your Steps
Your Potential

Forging the future of banking, together.

We worked closely with the Tyme Bank team, using creative shares and workshops to make sure the brand reinforced our strategic approach and would resonate with its Filipino audience. Internal design workshops throughout the project gave us space to reimagine familiar banking behaviours and develop unexpected, effective solutions.

Start at uncomfortable.

We start our creative journey at uncomfortable, to invent the new, to find the edges. The process will get us to just right. If we start at safe, it could take us to boring. And who wants their brand to be boring?

Prototyping and testing.

By building working prototypes, we were able to test how design decisions would facilitate the overall experience. As we developed the UI, we conducted usability testing to make sure the experience was intuitive and effective.

Round 1 - Low fidelity prototype

Round 2 - Brand colour application

Round 3 - UI development

Final product design

Powerful experiences that empower and educate.

The final experience puts financial control in the hands of the customer. From getting an account and card within five minutes, to setting up savings pots, we built access, understanding and empowerment into every moment.

Moments of delight and achievement.

Intuitive and full of wonder.

Each product interaction sparks delight, with motion behaviours that celebrate every success. The motion system and component library use the shapes of a debit card and a coin to create stunning patterns, with varied transparency and layering suggesting accumulation and momentum.

Delivering real world honesty.

The new tone of voice is human first and bank second, delivering information in a clear and positive way. It’s genuinely optimistic with a touch of local familiarity, standing out in a traditionally impersonal sector. The voice facilitates an open, transparent and honest financial perspective that helps make the product accessible to everyone.

Creating a better future for all.

The system sets the tone for a new kind of financial future, shaping a better way forward for us all. GoTyme's brand is equal parts innovation and human understanding, confidently building on the now to bring you what's next.

Digitally futureproofed.

We believe in giving our clients the tools they need to realise the vision we’ve created together. So we built a digitally-hosted brand platform and component library to house the GoTyme brand. Rather than a strict set of rules, the guidelines are meant to inspire the GoTyme business, their partners and the press with the story behind the brand, and empower future creatives with the resources they’ll need to create effective, on-brand assets.