Building a Unified Streaming Brand System
As streaming evolved, Hulu needed a cohesive brand system that could unify diverse content, audiences, and marketing touchpoints under a single, scalable identity.
I led the development of the One Hulu brand framework — a comprehensive visual identity and motion system designed to align platform, campaigns, and cross-company integrations within The Walt Disney Company.
The Challenge
Hulu operated across multiple content verticals and marketing channels. Brand expression had become fragmented, limiting recognition and operational efficiency.
The Goal
Create a flexible streaming brand identity that preserved Hulu’s cultural edge while strengthening equity and scalability.
The Approach
Designed a unified visual system across platform, AV, digital, and campaign.
Built modular motion templates to reduce production redundancy.
Clarified brand hierarchy within the Disney streaming ecosystem.
Established governance guidelines to protect long-term equity.
The Impact
Increased brand cohesion across campaigns and content.
Reduced agency dependency through internalized design systems.
Strengthened Hulu’s position as a distinctive, scalable streaming brand.
This was not a rebrand.
It was brand infrastructure.
Hulu’s marketing output spans original series, studio partnerships, live sports, and cultural moments. The challenge was not creativity, it was scale.
I led the development of a modular campaign design system that could support hundreds of titles annually while maintaining visual consistency and brand attribution.
The Challenge
High campaign volume + inconsistent application = dilution of brand equity and increased production cost.
The Approach
Developed a unified visual toolkit adaptable to single-title and multi-title campaigns.
Standardized typography, motion language, and brand attribution structures.
Built templates and scalable frameworks to increase speed-to-market.
Integrated brand-forward storytelling across AV, digital, OOH, and experiential.
The Impact
Improved brand attribution across campaigns.
Increased operational efficiency and turnaround speed.
Elevated creative quality without increasing spend.
The result:
A marketing engine that feels distinctive — not templated
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
Huluween began as a content promotion initiative. It evolved into a fully integrated seasonal brand platform.
I led the visual identity and experiential design system that transformed Huluween into a recognizable annual cultural activation.
The Challenge
How do you elevate a seasonal content moment into a scalable brand property?
The Approach
Created a distinct seasonal visual identity anchored in Hulu’s core brand.
Extended system across platform UI, AV, social, OOH, and experiential events.
Designed immersive brand environments to drive cultural relevance.
Balanced entertainment spectacle with disciplined brand attribution.
The Impact
Strengthened Hulu’s association with genre leadership.
Increased recognition of Hulu-owned seasonal programming.
Expanded brand presence beyond digital into physical environments.
Huluween became more than a campaign.
It became a brand ritual.
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.
Culture is not a campaign window. It’s a brand behavior.
I lead the design of scalable cultural platforms that extend Hulu beyond content promotion — into rituals, seasonal moments, and live experiences that build long-term brand equity.
These initiatives are built to:
Strengthen attribution
Increase audience affinity
Scale across platform, social, AV, experiential, and partnerships
Reinforcing Hulu’s cultural relevance within The Walt Disney Company
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.
