1982 - 1990

1982

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

1985

• Partners with Qantas and P&O Cruises

1986

• Implements worldwide Qantas signage system over 12 month period

1987

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

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

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

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

1991 - 2000

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

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

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

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

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

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

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

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

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

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

2001 - 2010

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

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

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

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

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

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’

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

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

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

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

2011 - Today

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

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

2013

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

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

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

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

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

To be continued…