Hans Hulsbosch
Encyclopedia
Hans Hulsbosch is an Australian designer, responsible for the development of many of Australia's leading brand identities including Qantas
and Woolworths
.
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. He worked as creative director for advertising agency Clemenger BBDO until 1985. He opened his own strategy and design company, 'HULSBOSCH, Communication by Design', in Sydney in 1985.
, Masters Home Improvement, Taronga Zoo, The MLC 'Nest Egg', Perpetual, The Australian Ballet, Free TV Australia, The Kidney Foundation, P&O
, Nylex and Foxtel
. 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. Current clients include Virgin Australia, AMP, Masters Home Improvement, Meals on Wheels, Woolworths, Telstra
, Caltex
, Royal Caribbean International
, Volvo
, Taronga Zoo
, NSW Art Gallery, Acco
, Conventions Australia, Sydney Conventions & Exhibition Centre, Sydney Conventions and Visitors Bureau and Aspen Pharmacare.
's 2008 global 500 survey and pegged as Australia's top brand thanks to the rebranding and instore makeovers. Hulsbosch himself is the only designer to receive a Telstra Small Business 'Entrepreneur of the Year' Award. 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. Most recently, Hulsbosch won the 2010 Adnews Specialist Agency of the Year Award.
Qantas
Qantas Airways Limited is the flag carrier of Australia. The name was originally "QANTAS", an initialism for "Queensland and Northern Territory Aerial Services". Nicknamed "The Flying Kangaroo", the airline is based in Sydney, with its main hub at Sydney Airport...
and Woolworths
Woolworths Limited
Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...
.
History
Hulsbosch was born in ValkenswaardValkenswaard
Valkenswaard is a municipality and a town in the southern Netherlands, in the province of North Brabant. The municipality had 30,871 citizens and spans an area of 56,50 square kilometers ....
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. He worked as creative director for advertising agency Clemenger BBDO until 1985. He opened his own strategy and design company, 'HULSBOSCH, Communication by Design', in Sydney in 1985.
Work
Hulsbosch has designed many of Australia's iconic brands such as the Qantas 'flying kangaroo' logo, WoolworthsWoolworths Limited
Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...
, Masters Home Improvement, Taronga Zoo, The MLC 'Nest Egg', Perpetual, The Australian Ballet, Free TV Australia, The Kidney Foundation, P&O
P&O
P&O may refer to:* Pickling and oiling raw steel.* Phosphate conversion coating and oiling aluminium, zinc, cadmium, silver, or tin.-Shipping:* Peninsular and Oriental Steam Navigation Company, a former British shipping and logistics company....
, Nylex and Foxtel
Foxtel
Foxtel is an Australian pay television company, operating cable, direct broadcast satellite television and IPTV services. It was formed in 1995 through a joint venture established between Telstra and News Corporation....
. He and his company has also designed many of Australia's leading packaging brands such as 'Thins' for Arnotts
Arnotts
Arnotts can refer to;* Arnott's Biscuits Holdings, an Australian biscuit and salted snack food company* Arnotts , a department store in Dublin, Ireland...
, 'Windex
Windex
Windex is a trademark for a glass and hard-surface cleaner manufactured since 1933. S. C. Johnson acquired Windex in 1993 and has been manufacturing it since that time. The product was recently reformulated with more environmentally desirable solvents....
' and 'Toilet Duck' for SC Johnson, 'Dettol
Dettol
Dettol is the trade name for a line of liquid and solid antiseptic cleansing products manufactured by Reckitt Benckiser.It is ranked as the 48th most trust brand in India by The Brand Trust Report 2011...
', 'UV Triple Guard', 'Exit Mould' and 'Disprin' for Reckitt Benkiser, 'Kleenex
Kleenex
Kleenex is a brand name for a variety of toiletry paper-based products such as facial tissue, bathroom tissue, paper towels, and diapers. The name Kleenex is a registered trademark of Kimberly-Clark Worldwide, Inc. Often used as a genericized trademark, especially in the United States, "Kleenex"...
Tissues' and 'Huggies
Huggies
Huggies is the brand name of a disposable diaper marketed by Kimberly-Clark. Huggies were first test marketed in 1968, then introduced to the public in 1978.-Product lines:...
' for Kimberly-Clark, 'Wild Oats' for Oatley Family Wines. Current clients include Virgin Australia, AMP, Masters Home Improvement, Meals on Wheels, Woolworths, Telstra
Telstra
Telstra Corporation Limited is an Australian telecommunications and media company, building and operating telecommunications networks and marketing voice, mobile, internet access and pay television products and services....
, Caltex
Caltex
Caltex is a petroleum brand name of Chevron Corporation used in more than 60 countries in the Asia-Pacific region, the Middle East, and southern Africa.-History:...
, Royal Caribbean International
Royal Caribbean International
Royal Caribbean International is a Norwegian and American cruise line brand based in Miami, Florida and owned by Royal Caribbean Cruises Ltd.. With 42 ships in service under 5 different brands and one more under construction, it controls a 25.6% share of the world cruise market...
, Volvo
Volvo
AB Volvo is a Swedish builder of commercial vehicles, including trucks, buses and construction equipment. Volvo also supplies marine and industrial drive systems, aerospace components and financial services...
, Taronga Zoo
Taronga Zoo
Taronga Zoo is the city zoo of Sydney, New South Wales, Australia. Officially opened on 7 October 1916, it is located on the shores of Sydney Harbour in the suburb of Mosman...
, NSW Art Gallery, Acco
Acco
Acco was a chief of the Senones in Gaul, who induced his countrymen to revolt against Julius Caesar in 53 BC. On the conclusion of the war, and after a conference at Durocortorum, Caesar had Acco tried and convicted on charges of treason. As punishment, he was flogged to death in the full sight...
, Conventions Australia, Sydney Conventions & Exhibition Centre, Sydney Conventions and Visitors Bureau and Aspen Pharmacare.
Awards
Hulsbosch's design for Qantas was chosen as one of the 10 best identities in the world at the Cannes Design Lion Awards in 2008 and it received a Mobius Award in the USA. Brandchannel ranked the Woolworths identity is one of the top 5 rebrands in the world for 2008/09 and Woolworths also jumped 50 spots as gauged by Brand FinanceBrand Finance
Brand Finance is an independent intangible asset valuation consultancy. It advises strongly branded organisations, or those with valuable intangible assets, on how to maximise their value through effective management of their brand and other intangible assets...
's 2008 global 500 survey and pegged as Australia's top brand thanks to the rebranding and instore makeovers. Hulsbosch himself is the only designer to receive a Telstra Small Business 'Entrepreneur of the Year' Award. 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. Most recently, Hulsbosch won the 2010 Adnews Specialist Agency of the Year Award.