Hulu - Heritage Made 2025
Hulu wanted a fresh creative system for Hispanic & Latin American Heritage Month 2025, something bold, modular, and deeply authentic. The challenge? Represent dozens of cultures in a way that felt connected, not collapsed into cliché.
We started with lived experience. Hispanic and Latin American designers and animators from our BIEN team shared their own perspectives on heritage, helping us build a visual language grounded in truth. We called it “Heritage Made”, a celebration of how creativity, craft, and community are passed through generations.
Our approach centered on shape and texture as storytelling tools. Every form was intentionally imperfect, hand-inspired, asymmetrical, human. The palette and surface design pulled from architecture, textiles, painting, and even spoken language. When these shapes move, they intersect and overlap, creating new colors and patterns that represent family, unity, and intersectionality. The motion system was designed to feel alive, like cultures meeting and evolving in real time.
In just five weeks, our team built a comprehensive toolkit of over 90 deliverables. It included graphic signatures, modular patterns, Hero Motion IDs, end tags, transitions, and interstitials, all bilingual in Spanish and English. Every asset was designed to scale seamlessly across Hulu and Disney platforms, from mobile and TV apps to on-channel key art and social. We also delivered a custom After Effects toolkit, allowing Hulu’s in-house teams to expand and adapt the system for future campaigns.
The response was instant. The Hulu and Disney+ teams loved the shapes so much they extended the system beyond broadcast, turning it into internal company swag.
By designing with—not for—the community, Heritage Made turned visual abstraction into representation. It proved that honoring culture doesn’t have to mean recreating tradition literally. Sometimes, it’s about capturing the rhythm, energy, and pride that connect generations.
Hulu wanted a fresh creative system for Hispanic & Latin American Heritage Month 2025, something bold, modular, and deeply authentic. The challenge? Represent dozens of cultures in a way that felt connected, not collapsed into cliché.
We started with lived experience. Hispanic and Latin American designers and animators from our BIEN team shared their own perspectives on heritage, helping us build a visual language grounded in truth. We called it “Heritage Made”, a celebration of how creativity, craft, and community are passed through generations.
Our approach centered on shape and texture as storytelling tools. Every form was intentionally imperfect, hand-inspired, asymmetrical, human. The palette and surface design pulled from architecture, textiles, painting, and even spoken language. When these shapes move, they intersect and overlap, creating new colors and patterns that represent family, unity, and intersectionality. The motion system was designed to feel alive, like cultures meeting and evolving in real time.
In just five weeks, our team built a comprehensive toolkit of over 90 deliverables. It included graphic signatures, modular patterns, Hero Motion IDs, end tags, transitions, and interstitials, all bilingual in Spanish and English. Every asset was designed to scale seamlessly across Hulu and Disney platforms, from mobile and TV apps to on-channel key art and social. We also delivered a custom After Effects toolkit, allowing Hulu’s in-house teams to expand and adapt the system for future campaigns.
The response was instant. The Hulu and Disney+ teams loved the shapes so much they extended the system beyond broadcast, turning it into internal company swag.
By designing with—not for—the community, Heritage Made turned visual abstraction into representation. It proved that honoring culture doesn’t have to mean recreating tradition literally. Sometimes, it’s about capturing the rhythm, energy, and pride that connect generations.
Hulu wanted a fresh creative system for Hispanic & Latin American Heritage Month 2025, something bold, modular, and deeply authentic. The challenge? Represent dozens of cultures in a way that felt connected, not collapsed into cliché.
We started with lived experience. Hispanic and Latin American designers and animators from our BIEN team shared their own perspectives on heritage, helping us build a visual language grounded in truth. We called it “Heritage Made”, a celebration of how creativity, craft, and community are passed through generations.
Our approach centered on shape and texture as storytelling tools. Every form was intentionally imperfect, hand-inspired, asymmetrical, human. The palette and surface design pulled from architecture, textiles, painting, and even spoken language. When these shapes move, they intersect and overlap, creating new colors and patterns that represent family, unity, and intersectionality. The motion system was designed to feel alive, like cultures meeting and evolving in real time.
In just five weeks, our team built a comprehensive toolkit of over 90 deliverables. It included graphic signatures, modular patterns, Hero Motion IDs, end tags, transitions, and interstitials, all bilingual in Spanish and English. Every asset was designed to scale seamlessly across Hulu and Disney platforms, from mobile and TV apps to on-channel key art and social. We also delivered a custom After Effects toolkit, allowing Hulu’s in-house teams to expand and adapt the system for future campaigns.
The response was instant. The Hulu and Disney+ teams loved the shapes so much they extended the system beyond broadcast, turning it into internal company swag.
By designing with—not for—the community, Heritage Made turned visual abstraction into representation. It proved that honoring culture doesn’t have to mean recreating tradition literally. Sometimes, it’s about capturing the rhythm, energy, and pride that connect generations.
Hulu wanted a fresh creative system for Hispanic & Latin American Heritage Month 2025, something bold, modular, and deeply authentic. The challenge? Represent dozens of cultures in a way that felt connected, not collapsed into cliché.
We started with lived experience. Hispanic and Latin American designers and animators from our BIEN team shared their own perspectives on heritage, helping us build a visual language grounded in truth. We called it “Heritage Made”, a celebration of how creativity, craft, and community are passed through generations.
Our approach centered on shape and texture as storytelling tools. Every form was intentionally imperfect, hand-inspired, asymmetrical, human. The palette and surface design pulled from architecture, textiles, painting, and even spoken language. When these shapes move, they intersect and overlap, creating new colors and patterns that represent family, unity, and intersectionality. The motion system was designed to feel alive, like cultures meeting and evolving in real time.
In just five weeks, our team built a comprehensive toolkit of over 90 deliverables. It included graphic signatures, modular patterns, Hero Motion IDs, end tags, transitions, and interstitials, all bilingual in Spanish and English. Every asset was designed to scale seamlessly across Hulu and Disney platforms, from mobile and TV apps to on-channel key art and social. We also delivered a custom After Effects toolkit, allowing Hulu’s in-house teams to expand and adapt the system for future campaigns.
The response was instant. The Hulu and Disney+ teams loved the shapes so much they extended the system beyond broadcast, turning it into internal company swag.
By designing with—not for—the community, Heritage Made turned visual abstraction into representation. It proved that honoring culture doesn’t have to mean recreating tradition literally. Sometimes, it’s about capturing the rhythm, energy, and pride that connect generations.
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Credits
Client
Hulu
Creative Directors
Reid Thomson, Matt Walker
Producers
Matt Gaffney, Vanessa Denis
Art Director
Phil Quinal
Agency
BIEN
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Senior Producer
Nicole Beyer
Art Director
Carlos Alegría
Animation Director
Andrea Gendusa
Illustration and Design
Carlos Alegría, Ally Schuman
2D Animators & Motion Designers
Andrea Gendusa, Ally Schuman
Toolkit Development
Andrea Gendusa
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