What makes many of Australia’s most iconic brands stand out is their exceptional branding.

The creative process of branding demands relentless effort, strategic vision, and brilliant minds.

Hans Hulsbosch is a name synonymous with branding in this country. A renowned designer and branding expert, Hans has been at the helm of projects for some of Australia’s biggest names—Qantas, Woolworths, and Virgin Australia—turning their brand strategies into benchmarks for the industry. As the founder of Hulsbosch Design, he’s been instrumental in shaping the way Australians experience these household names.His son, Jaid Hulsbosch, with over 20 years of global experience, joined the family agency after working in businesses around Europe. Now as Director, Jaid oversees strategy, business development, and culture, driving Hulsbosch’s continued success and creative edge.

Together, this father-son duo has propelled Hulsbosch into Australia’s gold standard of branding. Their portfolio includes standout work for organisations like Tennis Australia, Liquorland, Football Australia, Rebel, SBS World, Channel 7, Taronga Zoo, and QMS—just to name a few. Tune in as Hans shares how he crafted the messages of these iconic brands, dives into the creative process behind them, explores the unique father-son dynamic at Hulsbosch Designs, Jaid reveals what the best brands get right, and much more.

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