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.