info@hulsbosch.com.au   |   +61 2 9492 4888

We create iconic brands that enable businesses to reach their full potential.

Through client collaboration, clarity of thought and creative innovation, the work drives results and delivers competitive advantage.

Our history

2018

  • Rebrands Insurance Australia Group (IAG) brand identity and visual language
  • Repositions and rebrands Australia’s largest outdoor advertising business, APN Outdoor
  • Wins Gold Award for Velocity Frequent Flyer membership card at Elan: International card manufactures award
  • Repositions and create campaign for Royal Botanic Gardens Sydney
  • Wins 2 Gold Sydney Design Awards (best in category) for APN Outdoor identity and Hulsbosch 35th book publication
  • Rebrands Australia’s largest software and services company Melbourne IT to Arq Group
  • Repositions and rebrands Australia’s largest arts product company, Mont Marte
  • Brand identity creation for fintech mobile first bank, 86 400


2017

  • Creates over-arching brand for the Football Federation Australia, A-League, W-League, Y-League and National teams
  • Brand refresh for Velocity, Virgin Australia’s frequent flyer program
  • Rebrands Dexus, the largest property group in Australia
  • Repositions and rebrands workplace specialist AXIOM
  • Creates ‘Play for Purpose’, the charitable lottery division of Tatts Group
  • New business win – The Royal Botanic Garden Sydney
  • Wins Sydney Design Award for Football Federation Australia
  • New business win – TechnologyOne
  • Launches global marketing campaign ‘Come Seek’ for Royal Caribbean International


2016

  • Designs new packaging range for Homer Hudson Ice Cream
  • Creates the integrated Royal Caribbean China brand
  • Repositions and rebrands MTAA Super
  • Creates The Lott, Australia’s official lotteries, a division of Tatts Group
  • Creates MAX, the gaming solutions division of Tatts Group


2015

  • Creates Brand Strategy for Royal Caribbean China
  • Creates the Virgin Australia Brand/Guidelines Book
  • Launches the Royal Caribbean ‘Live Life BIG’ campaign which creates all-time-record bookings
  • Rebrands ABC Kids channel, which wins AGDA award
  • UBET stores open in Queensland and wins the 2015 Sydney Design Award
  • Launches the Virgin Australia Business Class Suites
  • Designs campaign for Virgin Australia’s South Australia Tourism


2014

  • Repositions and rebrands top Australian advisory firm McGrathNicol, winning the Transforms Award
  • Repositions Royal Caribbean International for Australian market
  • Launches first ever TVC for Royal Caribbean International in Australia
  • Rebrands Australia’s largest gaming, wagering and lotteries company Tatts Group
  • Creates the new brand for Australia’s largest betting business TattsBet to become UBET
  • Creates the new V8 Supercars brand


2013

  • Launches Woolworths beauty retail instore format
  • Repositions and rebrands Budget Direct
  • Creates world first Instagram Film Festival for Royal Caribbean International


2012

  • Wins AdNews Specialist Agency of the Year (for the 2nd time)
  • Woolworths and Qantas brand identities recognised in Desktop Magazine’s Top 5 Australian logos of all time
  • Renames and rebrands Australia’s number one law firm, Allens
  • Repositions and rebrands Australia’s largest sports retailers, Rebel and Amart Sports
  • Repositions Woolworths as Australia’s Fresh Food People
  • Virgin Australia recognised by the AMI for marketing excellence in brand revitalisation
  • Royal Caribbean International recognised by the AMI for marketing excellence in B2C marketing communication

2011

  • Virgin Australia launches its new identity, including livery, interiors, lounges, airports, check-ins, collateral, uniforms designed by Hulsbosch
  • Creates Masters name, identity and all instore graphics for the Woolworths Australia and Lowe (USA) home improvement joint venture
  • Commences work with Australia Post
  • New business win Autograph and Millers fashion retail rebrand project
  • Embarks on the implementation of the new AMP identity
  • Creates first global project for Zurich
  • Creates a refresh for Woolworths instore supermarkets

2010

  • Wins AdNews Specialist Agency of the Year
  • Appointed Creative Director of Virgin Australia
  • Appointed to Starlight Foundation as their strategic design and communications consultant
  • Creates new national identity and guidelines for Meals on Wheels
  • Woolworths is awarded Australia’s most valuable brand


2009

  • Embarks on designing 8000 packaging SKUs for Woolworths Private Label
  • Gained Schwarzkopf & Henkel, Valeant Pharmaceuticals, Chapman Eastway, Delica Meats
  • Launches ‘Feel Special’ campaign for Royal Caribbean International
  • Creates global Caltex Star Mart brand


2008

  • Creates the new brand identity for the Taronga Conservation Society Australia, with new logos for Taronga Zoo and Taronga Western Plains Zoo
  • New business win – Staging Connections, Australia’s foremost staging company for events
  • Creates the new brand identity for Woolworths, Australia’s largest retailer
  • New business win – Volvo/Mack
  • Designs a series of wine labels for Oatley Wines, successfully launched in the US
  • Gains ‘Finalist’ at Cannes Lions International Awards for Qantas
  • Wins Mobius award for the Woolworths identity


2007

  • Creates Nylex brand identity and packaging range
  • Creates Wild Oats wine labels for Robert Oatley Wines
  • Creates the new Qantas brand identity
  • Creates global marketing campaign for Conventions Australia


2006

  • Creates identity for CreditCorp Group
  • Redesigns Exit Mould brand and packaging
  • Breaks all previous booking records with integrated marketing campaign for P&O Cruises: ‘Clear the Decks’
  • Launches P&O Cruises campaign in New Zealand: ‘Kiwis don’t fly, they prefer to cruise’


2005

  • Launches P&O Cruises campaign: ’See Asia by Sea’ which in September achieved all-time-record bookings due to two marketing campaigns
  • Commences Sofitel Hotel Group marketing business
  • Redesigns Dettol (international) hand and bar soaps
  • Creates identity and integrated marketing campaign for Marbig office supplies


2004

  • Designs major visual identity brand refresh for Zurich
  • New business win – Officeworks’ Business Direct Catalogues visual system
  • New business win – Commercial Television Australia Creates identity for Free TV
  • New business win – Manchester Unity
  • New business win – environmental brand design for RACWA
  • New business win – Stockland brand identity revitalisation
  • Wins the ADMA effectiveness award for P&O Cruises
  • Redesigns Cool Charm brand, packaging and naming
  • Launches multi-media campaign with
  • Lisa Curry-Kenny as spokesperson for the P&O brand


2003

  • New business win – P&O Cruises’ Direct Marketing
  • New business win –MLC visual identity refresh
  • Creates integrated brand campaign to reposition the Sydney Convention & Exhibition Centre nationally and globally
  • Redesigns Cheezels brand identity and range
  • Conducts major relaunch of the P&O Cruises brand in Australia
  • Creates identity for the Bobby Goldsmith Foundation to raise empathy and support for people with AIDS


2002

  • Wins Mobius Award in New York for Australian Airlines
  • Named ‘Finalist’ in London Advertising Awards for Australian Airlines
  • Completes visual identity strategy and brand migration for Suncorp-Metway’s purchase of GIO
  • Total integrated launch of P&O’s new luxury cruise ship, Pacific Princess
  • Wins the AMI 2002 National Award for Marketing Excellence in the Tourism and Leisure category for the P&O ‘Visit the Neighbours’ campaign

2001

  • Designs and launces the new Kleenex facial tissue 2001 range
  • Creates P&O’s global identity
  • Creates naming and identity for telecommunications merger between Telecom NZ and AAPT
  • Creates identity for new Qantas international brand, Australian Airlines

2000

  • Total integrated launch of P&O’s Pacific Sky
  • Repositions and rebrands Perpetual
  • Total integrated launch of Brampton Island
  • Launches ‘Mosman Is…’ campaign
  • Completes Sydney Water’s identity manual


1999

  • Completes AMP Olympics identity manual
  • Completes Australian Water Technologies Identity Manual
  • AMP ‘Ignite the Dream’ Tour Sydney 2000
  • Olympic Torch Expo tours Australia
  • Creates new identity for Qantas’ First, Business and Economy classes


1998

  • Creates ‘Plum’ (superannuation) which is a MLC and US conglomerate Vanguard joint venture
  • Executes strategic branding project for Australia’s largest insurance/superannuation company, AMP
  • Designs Disprin’s international brand identity and packaging
  • Wins ‘Tourism Brochure of the Year’ in the UK and New Zealand for P&O World Voyages brochure


1997

  • Hans Hulsbosch wins the ‘Entrepreneur of the Year’ award sponsored by Telstra and the Federal/State Governments
  • Wins first place Mobius Award Statuette in New York for packaging design of Frito-Lay Thins brand – competing with 31 countries
  • Gatorade packaging, corporate communications, promotional and sponsorship branding
  • Appointed ‘Patron of the College’ at Sydney’s foremost Design College, Sydney Institute of Technology Design Centre


1996

  • New business win – corporate identity for the
  • Colonial Group and the State Bank of NSW
  • Creates TAZOs, which become the greatest kids craze of the decade
  • Wins Gold Award for Windex at the Australian Packaging Awards
  • Redesigns Mr. Muscle identity and packaging range
  • Wins in the Home Products category for Kleenex at the London Advertising Awards
  • Rebrands Saltram Wines


1995

  • Wins Mobius Award for Thins
  • New business win – Bankers Trust design account
  • Attains ‘Finalist’ – New York Art Directors Club for Streets Siesta Ice Cream
  • New business win – P&O Corporate account
  • Redesigns Toilet Duck packaging and range
  • Commences first project in South East Asia for P&O’s Spice Island Cruises


1994

  • New business win – Frito-Lay: Thins, Doritos and Tostitos
  • New business win – Kimberly-Clark: Kleenex Tissues and Huggies
  • New business win – Foxtel account
  • Redesigns Glade packaging range
  • Transforms the identity of Australian Airlines into the Qantas identity


1993

  • Appointed Director of Graphic Design at the Design Institute of Australia
  • New business win – Princess Cruises marketing account
  • Feature article on strategic design in The Bulletin
  • First major article on strategic design in the Sydney Morning Herald


1992

  • Record bookings for P&O World Voyages, using baggage stickers campaign as the idea
  • Creates Karma Gourmet Cuisine Range, the first pre-cooked meal of its kind
  • Designs Glade sand shell air-fresheners
  • Designs butter packs for Allowrie Foods
  • Creates Environment Protection Authority’s ‘Do the right thing’ logo

1991

  • Designs the first P&O Fairstar brochure
  • Wins the best brochure of the year for P&O Cruises
  • Redesigns the Australian Air Force identity
  • Creates identity for Woolcott Research
  • Creates corporate profile for AC Nielsen

1990

  • Wins the Woman’s Weekly Golden Gravel award for P&O campaign
  • Redesigns Sydney’s iconic tourist destination, The Rocks identity
  • Wins best brochure for P&O Cruises
  • Creates the new identity for P&O’s Fairstar using a dolphin symbol
  • Designs seven commemorative posters for Qantas’ 70 year celebration. The posters become collector’s items and win many awards and accolades around the world


1989

  • New business win – Sitmar Cruises advertising account
  • Sitmar Cruises merges with P&O Cruises
  • Creates International Works on Paper Fair identity
  • Creates Featherdale Wildlife Park identity


1988

  • Creates and produces the Qantas Pavilion at the World Expo site in Brisbane
  • Designs and produces a 30-minute documentary film of the Vatican in Rome for the Holy See Pavilion at the World Expo in Brisbane
  • Designs Tooheys Blue – wins major awards in Australia and overseas
  • Designs Qantas Bicentennial Airshow Pavilions at Richmond NSW


1987

  • Creates Airshows Downunder logo
  • Creates Kidney Foundation logo
  • Creates global travel agent display system for Qantas


1986

  • Implements worldwide Qantas signage system over 12 month period


1985

  • Partners with Qantas and P&O Cruises

1982

  • Hulsbosch pioneers the concept of combining strategy, brand and product