Game-changing Australian aviation


The vision for the Virgin brand was to transform the low-cost carrier into a full-service airline that appealed to both corporate and leisure markets; one that directly challenged Qantas. There was also a need to unite the disparate domestic and international products – V Australia, Polynesian Blue and Pacific Blue – under one unified brand, and to also differentiate from Virgin Atlantic and Virgin America, in order to acknowledge the distinctive Australian experience. But the re-brand extended far beyond an identity. The brief encompassed everything you see, touch, hear and taste from the inside to the outside of the entire aircraft fleet, the airports lounges, and much, much more.


Hulsbosch embarked on the most extensive brand overhaul in Australian aviation history. They began by creating a single unified brand, Virgin Australia. Then a 360-degree brand map was devised, detailing how each brand execution relates to each other and to 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.


The repositioning had a positive commercial impact on the airline, with an 81% growth in corporate and government revenues. Virgin Australia also took a comfortable lead in the Roy Morgan Research customer satisfaction surveys. Recently, the Airline Ratings agency voted the Virgin Australia Best Business Class and Cabin Crew in the world.

Hulsbosch received the Award for Design Effectiveness - Brand Identity at the 2012 Australian Design Biennale. That same year they were named National Finalist - Brand Revitalisation by the Australian Marketing Institute (AMI). In 2016 Hulsbosch also received the Red Dot Award for Product Design - Business Class Cabin Design.


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