Out of the ordinary


After seven years of exponential growth and with the imminent launch of Australia’s premier OOH contract in the City of Sydney, the new QMS brand is underpinned by a clear strategy and vision for the future and has been developed to lead the QMS business through its next evolution.

Hulsbosch conducted an extensive internal and external stakeholder engagement program, which then led to the co-creation of a strategic brand platform and defined the brand’s distinct, clear purpose and unique brand strategy. From this foundation, the brand refresh conveys authority and differentiates QMS in the Australian marketplace.

The creative work is formed from the simple core idea of ‘Out of the Ordinary’, representing both the people at QMS and the strategic direction of the business. The new brand unites QMS, ensures relevance and impact, and signals the new phase the business is entering.

Project Scope

Brand strategy and positioning
Brand portfolio and architecture
Identity design
Logo creation
Innovation and ideation
Messaging and tone-of-voice
Vehicle Livery
Brand guidelines
Implementation and roll out


Sydney Design Awards 2022: Silver: Graphic Design – Identity and Branding, Corporate

‘We now have a clear purpose and are inspired and excited for what lies ahead.’

Sara Lappage
QMS Chief Operating Officer – Customer

‘Working closely with Hulsbosch, we revitalised our brand, and repositioned ourselves to better reflect our digital-first, data-led offering in market.‘

Sara Lappage
QMS Chief Operating Officer – Customer