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Hulu is getting a brand facelift.
This week, the streaming service, which has grown to 39.4 million subscribers this year, is rolling out a new brand design, along with a major creative campaign in an effort to grow its U.S. footprint as it faces steep competition from newer streaming competitors like HBO Max and Paramount+.
The redesign looks to unify Hulu’s brand across its service and all of its consumer contact points. The new look and feel, coming from the London-based brand and design consultancy firm DixonBaxi, leans into Hulu’s iconic vibrant green color scheme and includes soft-edged frames mirroring the U in Hulu’s logo—an invitation for viewers to step into the various stories that Hulu has to offer.
It’s all an effort to simplify Hulu’s design across platforms and help cement the service as an essential one for consumers, said Michael Schneider, Hulu’s vp of brand marketing.