Hans Hulsbosch

Hans Hulsbosch is an Australian designer, responsible for the development of many of Australia's leading brand identities including Virgin Australia, Qantas and Woolworths.^[1]^[2]

History

Hulsbosch was born in Valkenswaard in The Netherlands. He first worked in packaging design for Willem II in the late 1960s and early 1970s before moving to Amsterdam where he worked for the design group Ten Cate Bergmans. He and his wife moved to Wellington, New Zealand in 1975 where Hans worked for several advertising agencies. In 1979 he moved to Sydney, Australia and worked as creative director for advertising agency Clemenger BBDO. He opened his own strategy and design company, 'HULSBOSCH, Communication by Design', in Sydney in 1982.

Work

In the late 1970s and early 80's Hans pioneered the concept of branding in Australia, being the first to combine brand strategy, brand identity and brand management. Qantas immediately saw the benefits and hired him as his first client followed by Sitmar Cruises. Since his initial success Hulsbosch has designed many of Australia's iconic brands such as the Qantas 'flying kangaroo' identity,^[3] Woolworths, Masters Home Improvement, ABC Kids, Taronga Zoo, The MLC 'Nest Egg', Perpetual, The Australian Ballet, Free TV Australia, P&O,^[4] Nylex and Foxtel.^[5] He and his company has also designed many of Australia's leading packaging brands such as 'Thins' for Arnotts, 'Windex' and 'Toilet Duck' for SC Johnson, 'Dettol', 'UV Triple Guard', 'Exit Mould' and 'Disprin' for Reckitt Benkiser, 'Kleenex Tissues' and 'Huggies' for Kimberly-Clark, 'Wild Oats' for Oatley Family Wines.

Hulsbosch has also worked on many pro-bono clients such as Taronga and Dubbo Zoo, The University of Sydney, The Children's Medical Research institute, The Kidney Foundation, Wheels On Wheels, The Bobby Goldsmith Foundation to name a few.

Current clients include Virgin Australia, Apple, ABC, Masters Home Improvement, Rebel Sport, V8 Supercars, Tatts Group, Woolworths, Caltex, Royal Caribbean International, Volvo, Taronga Zoo, NSW Art Gallery, Bayer, Allens Linklaters and Aspen Pharmacare.^[6]

Awards

Hulsbosch has won most of the national and international advertising and design awards. In 1982/83 he won several major global advertising awards for Tia Maria, Campari, Pizza Hut and Hoover. In 1998 he won the gold Mobius award for Thins Potato Chips packaging and the identity for Qantas was chosen as one of the 10 best identities in the world at the Cannes Design Lion Awards in 2008 and again received a Mobius Award in the USA.^[7] Brandchannel ranked the Woolworths identity as one of the top 5 rebrands in the world for 2008/09 and the icon has been voted one of the top 5 best Australian logo's of all time. Hulsbosch himself is the only designer in Australia to receive a Telstra Small Business 'Entrepreneur of the Year' Award.^[8] The Hulsbosch agency has been awarded the Telstra Best Small Business Award, the Australian Marketing Institute Award for Marketing Excellence and a Mobius Certificate for Outstanding Creativity. Hulsbosch won the Adnews Specialist Agency of the Year Award in 2010 and 2012 .^[9]

References

External links

Hulsbosch website

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