Coming off the heels of exponential growth, Hulu was facing a Brand Linkage problem. After relaunching the brand as well as the product UI, the experience was modern but disjointed for consumers.

As Director of Brand, Amy led the cross-functional effort to build Hulu’s first-ever global design system. Along with agency partners, DixonBaxi, the Brand, Creative, and Product Design teams spent 6 months building a comprehensive system.

By leaning into a holding shape, called The Vessel, the system was able to elevate the many content titles on Hulu while also establishing some signature brand elements. Brand Linkage rebounded and Consideration improved, helping Hulu surpass Amazon Prime to become the second most preferred streaming service in the United States.