Streaming service Hulu has undergone a huge amount of growth and change, offering its 39-plus million subscribers original works, live sports and news, as well as an extensive library of films. Brand and design consultancy DixonBaxi was challenged to realign and reimagine the brand while unifying the Hulu experience. The central feature of the new look is the Vessel, a graphic device inspired by the idea that Hulu is a vessel through which people can engage with their favorite shows and films.
The rectangular graphic gets its rounded corners from the stylized “u” in the Hulu wordmark; it often appears in Hulu’s signature green and can be used in a lockup with the wordmark or in other communications. “It is threaded through every aspect of the experience and creates a powerful visual signature,” explains DixonBaxi design director Astrid D’Hondt. “It’s simplicity is its strength – it becomes a guide through the product, a messaging system in social and marketing, and a way to spotlight Hulu Original content.”
Beyond the Vessel graphic, consistency is also achieved through typography and color. Whereas before the brand was using multiple typefaces, the typeface Graphik is now employed exclusively across the brand marketing and product experience. DixonBaxi doubled-down on the distinct Hulu green to create ownership and punctuate stories, while expanding the palette with deeper, richer content-inspired colors bringing “the warm glow of the TV experience” into the brand. All of this was done while working closely with Hulu’s inhouse creative team, known as Greenhouse.