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.