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Type styles page showing Graphik Bold headline and emphasis set inside Hulu's rounded-rectangle Vessel device.
Summary
A type-styles page introducing the "narrative" voice, where Graphik Bold headlines and italics sit inside Hulu's signature rounded-rectangle Vessel outline.
Visual description
White slide, green "Typography" tag top left, with a bold "Narrative Overview" label, an explanatory paragraph about combining words and imagery through "The Vessel", and a "Where to use" bullet list (brand campaigns, evergreen brand creative, performance marketing) in the left column behind a vertical hairline. The right side, headed "Type styles", shows a 2x2 grid of word specimens each enclosed in a thick black rounded-rectangle (pill) outline: "Headline" (Graphik Bold), "Emphasis" (Graphik Bold Italic), "HEADLINE" (Graphik Bold All Caps), and "EMPHASIS" (Graphik Bold Italic All Caps). Each cell is captioned with its weight and "Inside Vessel".
Key takeaway
Treating a brand container shape (the rounded-rectangle Vessel) as a type device and documenting four type permutations inside it as a clean 2x2 grid. Captioning each variant with its exact weight keeps the system unambiguous.
Reuse notes
A strong model for any brand that owns a frame or shape and wants to codify how type lives inside it. The 2x2 specimen grid reads instantly. Reusable for documenting bold/italic and caps/lowercase permutations of a single typeface.
From this deck: Hulu narrative type styles in the Vessel
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