Hans Hulsbosch is an Australian brand designer, responsible for the development of many of Australia's leading identities including Qantas, Woolworths, and Virgin Australia. In 1982, he pioneered the concept of combining brand, brand strategy and product development.
History
Hans Hulsbosch was born in Valkenswaard in 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 1970s 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 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, for whom he created the Tia Maria 'Gold and Brown' television commercial which became Australia's first global campaign and the Hoover 10second television campaign. He opened his own brand agency in 1982.
Work
In the late 1970s and early 1980s Hulsbosch pioneered the concept of branding in Australia, being the first to combine brand strategy, brand identity and brand management. His first client was Qantas followed by Sitmar Cruises. He has created many of Australia's iconic brands such as the Qantas 'flying kangaroo', 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' and 'Toilet Duck' for SC Johnson, 'Dettol', 'UV Triple Guard', 'Exit Mould' and 'Disprin' for Reckitt Benkiser, 'Kleenex Tissues' and 'Huggies' for Kimberly-Clark, and 'Wild Oats' for Oatley Family Wines. 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. Current clients include Virgin Australia, Velocity Frequent Flyer, Apple, ABC, Rebel Sport, Supercars, Tatts Group, Woolworths, Royal Caribbean International, Taronga Zoo, Technology One, IAG, The Royal Botanic Garden – Sydney, Bayer, Football Federation of Australia, APN Outdoor, Dexus and Allens Linklaters.
Awards
Hulsbosch has won many national and international advertising and design awards. In 1982/83 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 and the identity for Qantas was chosen as one of the 10 best identities in the world at the Cannes Lions International Festival of Creativity in 2008 and again received a Mobius Award in the USA. Brandchannel ranked the Woolworths identity as one of the top 5 rebrands in the world for 2008/09, and in 2012 the Australian Marketing magazine chose it as the fifth best Australian brand icon 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, Hulsbosch won the Adnews Specialist Agency of the Year Award in 2010 and 2012.
