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.