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.

1982 - 1990


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


  • Partners with Qantas and P&O Cruises


  • Implements worldwide Qantas signage system over 12 month period


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


  • 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


  • 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


  • 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

1991 - 2000


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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

2001 - 2010


  • 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


  • 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


  • 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


  • 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


  • 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


  • 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’


  • 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


  • 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


  • 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


  • 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

2011 - Today


  • 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


  • 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


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


  • 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


  • 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


  • 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


  • 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


To be continued…