WILLIAM FLEMING // ACD COPYWRITER

Hulu tapped me to help to standardize and evangelize brand language across their platform, internal communications, external marketing assets, and brand guidelines. Leveraging a lexicon generated from a language strategy firm, we audited and updated existing Hulu assets. In parallel, we educated teams as to the new language. Not just what it was, but why it worked. The result was cohesive brand messaging which is the cornerstone of a strong brand. 

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An additional and somewhat unexpected benefit was giving Hulu teams a common language with which to speak about the various products. This lexicographical stake in the ground allowed meetings to run quickly and smoothly. “Per the lexicon,” became a banner and a rallying cry as we marched forward more efficiently with it. 

 

Below are some of the diverse assets that I thought were fun to work on. But the majority of my hours were in high-level concepting that didn't always translate directly to actual deliverables.