Hulu
Empowering everyone to discover, share and celebrate the stories that connect us.
This article is part of a Brand Strategy column focused on uncovering the associations behind the world’s most disruptive brands. See all reviews
Hulu is a streaming service that initially started as a joint venture between several companies but is now fully owned by The Walt Disney Company. One of the most interesting aspects of its brand framework is the design principles introduced by the agency DixonBaxi during the rebranding project in 2021. These principles are akin to personality traits, and appear to influence everything from external behaviors to design language, tone of voice, and motion principles — in the design guidelines Hulu even describes what these principles mean for those specific dimensions.
I also found brand values that described Hulu's culture and identity, but these are not recent, and I am pretty sure they even predate the acquisition by The Walt Disney Company. Today, information about Hulu's culture redirects users to the parent brand (Disney’s) website. This shift makes sense if we consider the context of the relationship between product brands and their parent companies, as the beliefs and behaviors are ultimately defined by the holding company.
Brand Mission (Why we exist):
Empowering everyone to discover, share and celebrate the stories that connect us.
Brand Values (Who we are):
We Start with The Viewer.
There are few things more rewarding than connecting viewers to stories and experiences they love. We get to do that every day. As a result, our decision-making process always starts with our viewer. That doesn’t mean we don’t compromise or can’t make tough decisions, given the complexities of our business. It means that we know who matters the most to us, and we work hard – with all of our partners – to earn our viewers’ trust and loyalty.
We Think Big.
Redefining TV is an ambitious goal. We believe thinking big requires innovation, passion and unconventional thinking. We like smart risks, and our pionering spirit means that any Hulugan, in any role, can come up with a great idea and make a difference. Where we work reflects this philosophy: open, office-free, and lots of room for collaborating.
We Are One Team.
Like the best ensemble casts of our favourite shows, Hulu is made of unique and talented individuals. We believe we’re successful because those talents work together to collectively create great television and technology. When we make decisions through the lens o Hulu’s priorities and in collaboration with each other, we believe we’ll succeed as individuals.
We Embrace Fun.
We love what we do. We believe we do our best when we enjoy ourselves. Some of the greatest ideas are born through laughter, whether in the photo booth at one of our epic Huluween costume parties r the next morning over brunch-worthy, microwave-hacked scrambled eggs.
Character matters. A lot.
We depend on every Hulugan to work with integrity, act like an owner, and be accountable to our viewers, partners and each other. We do what we say we will. We’re not afraid to surface issues and acknowledge when we’re wrong, and we trust each other to help us turn challenges into opportunities.
We relentlessly pursue better ways.
Hulu has incredibly high standards, especially when it comes to quality. Our pursuit of a superior viewer experience and exceptional products is driven by intense curiosity and determination to be the best. We love what we do and the products we make, but we’re never content.
Descriptor (What we do):
Online TV for TV people
Hulu is the leading premium streaming service offering live and on-demand TV and movies, with and without commercials, both in and outside the home.
Design Principles (How we express ourselves):
Always a Story
Stories connect us. With each other and with the world. We truly understand the power of a great story, and always put it first.
Delightfully human
We are all about the true TV Lover. We get them, like a good friend. We know how passionate they are for TV, so everything we do is approachable, warm and delightful.
Do it different
There’s always been a little rebelliousness in our DNA, and we can’t help but let it out. We entice, provoke and instigate people with bold ideas and behaviors – but all with good fun.
Simply essential
We are the ‘skinny jeans’ of TV. Your great value staple that makes your life easier. Utterly essential – stylish, comfortable and infinitely adaptive.
“Hulu: Life”, Hulu, accessed February 18, 2024, https://www.linkedin.com/company/hulu/life/
Unknown, “What Defines Hulu”
“What is Hulu?”, Hulu, accessed February 18, 2024, https://help.hulu.com/s/article/what-is-hulu
Dixon Baxi “Big Green Guide”, 2023