Disney+ · Courage · Canada · October 2026
Disney does not, as a rule, cut its logo in half. In Canada, it just has. Courage's posters for Disney+ pair the green 'Hu' from Hulu with the 'Dis' from Disney's script to ask 'Hu Dis?', beside a tight crop of Kim Kardashian's eyes or a glimpse of Bender. It's a text-message shrug that explains a corporate reorganisation in two syllables.
The Challenge
Hulu doesn't exist as a standalone service in Canada. Since October 2025, its name has replaced Star as the home for general entertainment inside Disney+. Disney needed Canadians to understand that shows like The Kardashians, Futurama and Scrubs now sit under Hulu, on the Disney+ they already have.
What They Did
The outdoor campaign splices two wordmarks into one line. 'Hu' keeps Hulu's green; 'Dis' keeps Disney's white script. Each poster pairs the question with a cropped face from a Hulu show: Kim Kardashian's eyes, Bender from Futurama, Lucy from Tell Me Lies, Agnes from The Testaments. Nothing else competes for space. The official Disney+ and Hulu Instagram accounts shared the posters.
Why It Works
Logo guidelines exist to stop exactly this. Disney ignores them, and the cut is the message: two brands sharing one line is what Hulu on Disney+ actually means. The line also works twice. Passers-by read 'who dis?', try to name the face and decode the two logos on the way, so the product fact arrives as the answer to a puzzle rather than as an announcement. It's the most corporate news imaginable, delivered in the least corporate way.
Creative Deviance: Visual Arrest
Disney+ makes the logo the poster. The familiar test is to take the logo off and ask whether it is still obviously them. Here there is nothing to take off: the logo is the whole idea, and even half of it is enough.
The Tactic
Make the Brand Code the Idea → Turn the Code into the Mechanism
What to Steal
Make the product fact the answer to a puzzle. 'Hu Dis?' asks who the face belongs to, and solving it teaches you where Hulu now lives. A fact people work out for themselves tends to stick better than one they're handed. Write the line so the thing you need them to learn is the answer.
The Question That Could Get You There
How could our distinctive brand asset become a working tool rather than a signature?
