Hulu is trying to make the world of streaming video simpler with a rebrand, launching this week, that greets consumers with the words “Let’s Go.” It's a call for people to step into the video service as the starting point in what’s become a chaotic and confusing digital media landscape.
On Monday, Scott Donaton, head of creative at Hulu, offered Ad Age a look at the new design code at the company, which will be seen in all the places Hulu talks publicly—through ads, to brands, and to viewers on the app. The rebrand covers everything down to the sounds Hulu makes, which is an increasingly important key to brands’ identities. The sonic logos are quick-snippets of sound that chime when a consumer fires up an app or hits play on a show. (Some brands are famous for their sounds, like Netflix, Microsoft Windows and Intel.)
Donaton tells Ad Age that Hulu started the design update about a year ago, and called the project One Hulu. The basic goal was to bring some order to how the streamer markets itself, which, in the past, had been a little disjointed and confused. Hulu has so many products and features, that the marketing can go in too many directions. The company has had memorable campaigns like “Hulu doesn’t just have live sports” TV spots. Hulu markets its “no-ads” offering and also markets original programs like “The Handmaid’s Tale.”