Hans Hulsbosch – Brand Designer

Hans Hulsbosch was born in Valkenswaard, The Netherlands, in 1951. As a young boy he was always drawing pictures. Every year at primary school he won Best Illustrator of the Year and it soon became obvious he would make a career in design. After graduating from the Graphic Design School in Eindhoven he was invited to work at Willem II cigar works in his hometown and designed packaging and other graphic work. In early 1972 he moved to Amsterdam to further his career in design and advertising.

In 1975, Hans and his wife moved to Wellington, New Zealand, where he worked for several advertising agencies. In 1979, they moved with their two sons, Jaid and Kyle, to Sydney, Australia.

Hans worked as creative director for John Clemenger until 1985. He opened his own strategy and design company in Sydney in 1986. He has designed many of Australia’s iconic brands, such as Qantas (he redesigned the “flying kangaroo” logo in 2007), Woolworths, P&O Cruises, the MLC ‘nest egg’, Perpetual, and Foxtel. His company has also designed many of Australia’s leading packaging brands such as Thins (for Arnotts), Dettol, UV Triple Guard, Exit Mould and Disprin (for Reckitt Benkiser), Kleenex Tissues and Huggies (for Kimberly-Clark). Current clients include Qantas, Woolworths, Telstra, Caltex, Royal Caribbean Cruises, Volvo, Taronga Zoo and Art Gallery of NSW.

The work Hans did for Qantas was chosen as one of the ten 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 as one of the top five rebrands in the world for 2008/09 and Woolworths also jumped 50 spots as gauged by Brand Finance’s 2008 Global 500 Survey and pegged as Australia’s top brand thanks to the rebranding and instore makeovers. Hans Hulsbosch is the only designer to receive the Federal and State Governments Telstra Small Business Entrepreneur of the Year Award. The Hulsbosch agency has been awarded a Telstra Best Small Business Award. Recently Hans received the Australian Marketing Institute Award for Marketing Excellence.

Hans lives with his wife Dr Marianne Hulsbosch in Mosman, Sydney.

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