Tubi TV needed some brand changes. While no one (company stakeholders) seemed excited about the old logo and style, they were also unwilling to allow change from specific design items. For example the logo had to say the full name TubiTV and the primary color scheme had to stay black and orange. Strange, but ok. 

More than just visual design, the whole Tubi TV experience and personality needed to be crafted around its users needs and entertainment consumption habbits.