Unified Design System
Led the nine-month "One Hulu" initiative to create a brand design system and campaign framework across Marketing and Product Design. Developed the strategic brief and tapped agency Dixon Baxi to elevate Hulu's brand identity.
The result? A cohesive design system and experience and a 2021 D&AD Graphite Pencil for branding. The system is as useful as ever, linking campaigns and guiding creative teams across brand and product.
Check out our brand site: https://www.thisishulu.com/. This project solidified my belief that strong internal collaboration and clear brand values drive authentic external impact.
Cohesion = Everything feels like it belongs together.
Consistency = Everything looks the same in its application.
A great brand strikes a balance—cohesion ensures adaptability, while consistency ensures recognition.
In the competitive streaming landscape, we go beyond promoting content. We connect audiences with what they love, the "Hulugan” way and always leading with green.
As streaming evolves, so do our campaigns. From live sports to comedy specials to hit series, we celebrate TV obsession, not just shows. Campaigns like "Hulu Has..." highlight our breadth, exclusivity, and cultural relevance, boosting engagement and attracting new subscribers.
In this dynamic industry, Hulu's brand storytelling is a key driver of business growth, shaping perception, loyalty, and user acquisition..
Hulu's In-House Creative Powerhouse
Led Greenhouse a top-performing brand agency for Hulu and Disney Streaming. I made brand identity a daily practice, driving authentic external impact through strong internal values. As a Disney Center of Excellence, we shared best-in-class workflows and strategies. Focused on fast, efficient, and scalable solutions, we delivered high-impact creative at speed while driving innovation across Disney's network.
Our Capabilities:
Creative Concepts
Campaign Platforms
Key Art Creation
Design/MGFX Exploration
AV Edits
Pitch Presentations
Copy & Design
Custom Deliverables
Brand Creative Stewardship
Style Guide/MGFX Toolkit
DOOH Production
Clio Gold Winner
A Global Creative Collaboration
I'm really proud of the Hulu IDs project—a vibrant collection of short, artistic reinterpretations of our logo. Created by emerging and global artists, these 15-second clips serve as unique "idents," each telling its own story and setting a distinct tone. Our goal was to blend modern and retro TV vibes, offering a fun mix of futurism and nostalgia to delight Hulu fans.
We partnered with dozens of talented artists worldwide—animators, designers, filmmakers—including Studio Showoff, Motion Mami, Ihsu Yoon, Matt Taylor, and many others.
Launching across our social channels (Instagram, Twitter, YouTube), these IDs were all about spotlighting and supporting emerging talent, giving a platform to passionate voices, and deeply engaging with our audience.
This project was brought to life by our team at Hulu, with the help of creative production agencies Titmouse and Psyop, and our in-house creative studio, Greenhouse.
Hulu green pops to life in the real world. Our team works closely with the brand and experiences team to ensure that our partners and fans feel the fun when they experience Hulu.
Hulu Animayhem : San Diego ComicCon
Hulu House : Live Nation Summer Festivals
Hulu 15 : Chicago St. Patrick’s Day Takeover
Hulu Newfronts : 2017-2020
For Huluween we go all out. in 2020 despite not being able to be together we we’re going to stop the fun. We developed Huluween Screamlands with Active Theory. Their case study goes deep into the process of this award winning digital experience : Screamlands Case Study
Hulu subscribers are as diverse as our content. We celebrate the cultures that define us and highlight the stories and creators on our platforms who redefine culture.
UPDATED PROJECT SNAPSHOTS COMING
Black History Month : Hulu and Disney Enterprise
Pride : Hulu and Disney Enterprise
Hispanic Heritage Month : Hulu and Disney Enterprise
AAPI : Hulu
Where Streams Are Made. A visual identity and workplace experience system to rally and unify teams during time of organizational changes.
My first big break. The brand identity for ABC 2001. I was a young designer at Pittard Sullivan, the company that established motion branding for television. The ABC Chiat Day copy campaign was iconic. Our job was to take that spirit and make it work everyday on television. I am forever grateful to my mentor Dan Pappalardo for the opportunity.
The campaign was a part of that year’s Cooper Hewitt’s Design Annual Exhibit.
In the fourth year of working on the FOX identity, The Ramones inspired a "stripped down, bare bones attitude" to "reinvigorate the tenants of the So FOX brand position." The goals included highlighting talent and simplifying production. The Ramones' "almost childlike innocent aggression" was seen as embodying the "So FOX" brand.
In the third year of the "SO FOX" campaign, the focus was on "perfecting the simplicity" by expressing the identity's core DNA through "image spots and refined on-air packaging elements.
The Turner Brand Identity project was the first time where we said all of our brands are stronger together as Turner. It’s enabled us to have stronger language around the power of brands, around the power of our portfolio, but keeping the individual brands’ personalities
The new logo is both symbolic to underscore the fact that we’re not the old Turner anymore. The wild, wild west is here again, and we need to bring out the best of Turner in order to lead into the future.
- Molly Battin
SVP Brand Strategy - Turner
We worked with AwesomenessTV to develop the brand strategy, story and presentation as they grew from being a mix of YouTube channels into a Young Adult Media powerhouse.
For the 3-day BET Experience, a celebration of Black culture at LA Live and the Los Angeles Convention Center, we partnered with BET to create a "Multi-Dynamic" visual identity system. This comprehensive system covered everything from environmental signage and digital design to tickets and jumbotron displays. We worked closely with the BET Experience team to elevate the event's brand presence for both partners and fans, ensuring a dynamic and immersive cultural experience.
The CW set out to built a truly transmedia broadcast brand. We partnered with them to create the new “TV Now” tagline and communication system, revamp their brand design, and map their brand blueprint to present insights and opportunities.
Positioned the brand to express the "Shared Spirit of Sundance" across all touchpoints (in-theater, online, mobile).
Evaluated the Audience Journey to build a consumer-first experience.
Used an earth color scheme with patterns inspired by nature and locations like the Sundance Resort and the American West.
Delivers an enhanced entertainment experience with intimate auditoriums, expanded dining, deluxe seating, engaged staff, and an art gallery
As Sundance Institute expanded globally, a unified brand platform became crucial for consistent standards across all touchpoints, including the Sundance Film Festival and Labs. Troika was hired to define the brand that connects audiences and artists, emphasizing the Institute's cultural impact. A verbal and visual identity was developed to communicate the brand's values, positioning the Institute as a leader in independent storytelling.
The key strategy was "The Sundance Effect," a visual and verbal representation of the Institute and artists' global impact. Troika created the Institute's first Annual Report and Brochure to showcase the brand story.
The Annual Report was distributed on a USB drive and as a printed book, while the Brochure was for mass distribution at events and festivals. A versatile brand identity was developed, including a toolkit of brand elements, patterns, typography, and photography guidelines.
We developed a unifying brand story for Sony Network global portfolio. This included an executive presentation and brand sizzle to be used by stakeholders world-wide.
With hit shows like Bates Motel, Duck Dynasty, and Longmire, A&E was no longer the dark, serious, “Real Life. Drama.” network it used to be. A&E tapped Troika to celebrate their 100% original programming lineup, provocative characters, and unexpected storytelling by developing an internal brand platform and external brand identity that embraces this evolution by bringing the unique worlds of their shows to the forefront.
KCRW is a significant cultural entity in Southern California, known for its influence in news, music, and storytelling. As it transitioned from a traditional radio station to a multi-platform media brand, KCRW required a unified identity to support its growth across various digital and live event channels.
In collaboration with Troika, KCRW developed a brand platform that maintained its Los Angeles heritage while fostering expansion in digital and experiential areas. The new brand identity, featuring a versatile logo, was designed for seamless integration across all platforms.
To further enhance this transformation, the "For the Curious" campaign was launched, utilizing outdoor, digital, and print media to strengthen KCRW's ties with local communities. The campaign, showcasing over 60 landmarks, emphasized KCRW's role as a vital voice for Los Angeles and Santa Barbara.
A collaborative initiative between Sundance Institute and Women In Film Los Angeles, ReFrame is a plan to cultivate gender parity at every level of the film, television and media industry.
The identity and creative execution for ReFrame conveys the initiative’s ability to reshape the culture and business of media.
Our objective was to develop a logo that embodied the active change needed to cultivate gender parity in the media industry. The mark had to act as a badge of pride and a call to action, signaling a measurable shift toward inclusive representation. The frame icon both symbolizes the current imbalance and projects a positive transformation, closing the gap to reveal new perspectives and reshaping the way audiences view the world.
