Game-changing Australian aviation


The vision for CEO John Borghetti AO was to transform the low-cost Virgin Blue carrier into a full service airline that appealed to both corporate and leisure markets.


Hans Hulsbosch was appointed creative director of Virgin and consolidated the airline's disparate domestic and international products into one unified brand - Virgin Australia, allowing it to speak with one single voice using a contemporary visual language. A 360-degree brand map was devised detailing how each brand execution relates with each other, to tell the new brand story. Hulsbosch created the new name, brand identity, aircraft livery and the complete interior look and feel including colour, business/economy class dividers, seat design, leather, fabrics, carpets, lighting, music etc and conceptualised the airport lounges.


Virgin Australia showed 81% growth in corporate and government revenues demonstrating that the repositioning of the business had real commercial impact on the airline. Virgin Australia also lead the way in Roy Morgan Research customer satisfaction surveys, well ahead of its competitors. Virgin Australia was recognised at the prestigious Skytrax World Airline Awards, being voted best airline and best airline staff service in Asia Pacific, and climbing up the global rankings from 32nd to 12th. The new brand maintains Virgin's exuberant spirit. It is unmistakably Virgin with a fresh and innovative feel. It demonstrates that the carrier has "grown up" and is now a full service airline equipped to surprise and delight travellers.


Red Dot Award 2016
Product Design
Business Class Cabin Design

Australian Marketing Institute (AMI) 2012
National Finalist - Brand Revitalisation

Australian Design Biennale 2012
Design Effectiveness - Brand Identity

The full case study

"If we were going to re-define the Virgin Airlines brand in Australia, I knew we had to have Hulsbosch on board. Their clarity of vision and dedication guarantees success."

John Borghetti AO, CEO, Virgin Australia