Hans Hulsbosch is an Australian brand designer, responsible for the development of many of Australia's leading brand identities including

Qantas Qantas Airways Limited ( ) is the flag carrier of Australia and the country's largest airline by fleet size, international flights, and international destinations. It is the world's third-oldest airline still in operation, having been founde ...

, Woolworths, and

Virgin Australia Virgin Australia, the trading name of Virgin Australia Airlines Pty Ltd, is an Australian-based airline. It is the largest airline by fleet size to use the Virgin brand. It commenced services on 31 August 2000 as ''Virgin Blue'', with two ...

. In 1982, he pioneered the concept of combining brand, brand strategy and product development.

History

Hans Hulsbosch was born in

Valkenswaard Valkenswaard () is a municipality and a town in the southern Netherlands, in the Metropoolregio Eindhoven of the province of North Brabant. The municipality had a population of in and spans an area of of which is water. The name Valkenswaard ...

, The Netherlands. He studied at the School of Graphic Design, Eindhoven and was offered his first job as a packaging designer at Willem II. In the early 1970's he moved to Amsterdam, where he worked for the design group Ten Cate Bergmans and advertising agency Leo Burnett. In 1975 he and his wife Marianne moved to Wellington, New Zealand, where he worked for several advertising agencies. In 1979 he moved to Sydney, Australia, and became Creative Director for advertising agency Clemenger BBDO. In the late 1970's and early 1980's Hans pioneered the concept of branding in Australia, being the first to combine brand strategy, brand identity and brand management. In 1982 he started his own brand agency and has created numerous award-winning, iconic brand identities and advertising campaigns.Miriam Steffe
"Designed gave branding its flying start by thinking big"
''

The Sydney Morning Herald ''The Sydney Morning Herald'' (''SMH'') is a daily compact newspaper published in Sydney, New South Wales, Australia, and owned by Nine. Founded in 1831 as the ''Sydney Herald'', the ''Herald'' is the oldest continuously published newspaper ...

'', 20 August 2012.

Work

When Hans started his own agency he contracted himself to several advertising agencies and created the

Tia Maria Tia Maria is a dark coffee liqueur made originally in Jamaica using Jamaican coffee beans, but now made in Italy. The main ingredients are coffee beans, Jamaican rum, vanilla, and sugar, blended to an alcoholic content of 20%. History The hi ...

'Gold and Brown' television commercial, which became Australia's first global campaign and won the 'Facts tv commercial of the year award' in 1984. Other 'campaigns of the year awards' included Campari's "Who's that drinking Campari?"Miriam Steffe
"Designed gave branding its flying start by thinking big"
''

'', 20 August 2012. and the Hoover 10second television advertisements. His first own major client was Qantas followed by

Sitmar Cruises Sitmar Cruises and its predecessor Sitmar Line were company names derived from the acronym for the Società Italiana Trasporti Marittimi ( en, Italian Maritime Transport Company). SITMAR originally was an Italian shipping line founded by Russian ...

(P&O). He has created many of Australia's iconic brands such as the Qantas 'flying kangaroo',Steve Creedy
"Qantas trashing its brand, says Hans Hulsbosch"
''

The Australian ''The Australian'', with its Saturday edition, ''The Weekend Australian'', is a broadsheet newspaper published by News Corp Australia since 14 July 1964.Bruns, Axel. "3.1. The active audience: Transforming journalism from gatekeeping to gatew ...

'', 15 September 2014. Woolworths, ABC Kids, Taronga Zoo, The MLC 'Nest Egg', Perpetual, The Australian Ballet, Free TV Australia, Football Federation of Australia, P&O, Nylex and Foxtel. He and his company have also designed many of Australia's leading packaging brands such as 'Thins' for Arnotts, '

Windex Windex is an American brand of glass and hard-surface cleaner that was invented by the Drackett Company in 1933 and has been marketed throughout the intervening decades—originally in glass containers, later in plastic ones. Drackett sold the W ...

' and 'Toilet Duck' for SC Johnson, '

Dettol Dettol is a cleaning disinfectant and antiseptic. It was introduced in 1932 by the British company Reckitt. In Germany, it is sold under the name Sagrotan. Prior to 2002, some Dettol products were branded Dettox. Dettol Antiseptic Disinfectant ...

', 'UV Triple Guard', 'Exit Mould' and 'Disprin' for Reckitt Benkiser, ' Kleenex Tissues' and '

Huggies Huggies is an American company that sells disposable diapers and baby wipes that is marketed by Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1978 to replace the Kimbies brand. Products Huggies car ...

' for Kimberly-Clark, 'Wild Oats' for Oatley Family Wines and Coles Own Brand. Hulsbosch has also created identities for pro bono clients such as Taronga and Dubbo Zoo, The University of Sydney, The Children's Medical Research institute, The Kidney Foundation, Meals on Wheels, The Bobby Goldsmith Foundation and The McGrath Foundation. Hulsbosch has an extensive internship program to give young and upcoming designers the opportunity to experience brand agency culture and client projects. Current clients include Tennis Australia,

, Apple, ABC, Rebel Sport, Supercars, Coles,

Taronga Zoo Taronga Zoo is a zoo located in Sydney, New South Wales, Australia, in the suburb of Mosman, on the shores of Sydney Harbour. The opening hours are between 9:30 a.m. to 5 p.m. Taronga is an Aboriginal word meaning 'beautiful water view'. It ...

, Technology One, IAG, Football Federation of Australia, Dexus, Allens Linklaters, Santos, Bluescope, 7 West Media, SBS and National Intermodal.

Awards

Hulsbosch has won many national and international design and advertising awards. Between 1982 and 1984 he won several major international advertising awards for Tia Maria, Campari, Pizza Hut and Hoover. In 1998 he won the gold Mobius award for Thins Potato Chips packaging. In 2008, the identity for Qantas was chosen as one of the 10 best identities in the world at the

Cannes Lions International Festival of Creativity The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the ...

and received a Mobius Award in the UK for Woolworths. In 2009,

Brandchannel Brandchannel is a website about brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for ...

ranked the Woolworths logo 'the best in Australia'. In 2012, the Australian ''Marketing'' magazine chose Woolworths and Qantas in the top 5 best Australian logo's of all time. Hans Hulsbosch has been voted best small business entrepreneur in NSW and his agency has been awarded the Telstra Best Small Business Award,by the "Telstra-New South Wales Regional Small Business Awards"
Parliament of New South Wales, 23 October 1997
archived
at the Wayback Machine on 29 April 2009. Hulsbosch has won the Adnews Specialist Agency of the Year Award 3 times since 200

{{DEFAULTSORT:Hulsbosch, Hans Australian designers Australian businesspeople Living people Year of birth missing (living people)