Hulsbosch celebrates 43 years of creating Australia’s most iconic brands

Hulsbosch, the internationally award-winning, independent brand and design agency behind many of Australia’s most iconic, famous and recognisable brands, is celebrating its 43rd year in business this week.

Founded in 1982 by creative visionary Hans Hulsbosch, the agency has defined the visual and strategic DNA of national icons such as Qantas, Woolworths, Virgin Australia, Foxtel, Rebel, Football Australia, McGrath Foundation, Liquorland, Budget Direct, MLC and Perpetual, among many others.

Says Jaid Hulsbosch, Managing Director: “Hulsbosch continues to set the standard for brand excellence in Australia, where creativity and strategy work seamlessly to shape what’s next. Our vision is to stay independent, work with Australia’s most iconic brands, and create work that defines culture and endures over time. Just as importantly, we’re building a studio culture where our team can learn, grow and thrive, a creative collective that inspires each other to deliver iconic work.”

Over four decades, Hulsbosch has remained true to its core values — independence, creative excellence, and collaboration. This consistency has helped the agency remain Australia’s most trusted creative partner for brands that shape everyday life.

Says Marcel Wijnen, Creative Director: “Our longevity comes down to a consistent culture. We’ve always held our independence and maintained an uncompromising premium offering, always putting the quality of work above everything.”

Says Mikey Hart, Creative Director: “It really comes down to the foundations of creative excellence that Hans set, and the passion Jaid brings every day. Being family-run and independent has allowed us to stay agile and make bold, brave decisions that others might shy away from.”

As the design and branding landscape evolves, Hulsbosch remains committed to leading through originality and purpose. In an era dominated by AI and technology, the agency continues to champion the emotional and human connection at the heart of great creativity.

Says Jaid Hulsbosch: “At Hulsbosch, we’re not focused on future-proofing, we’re focused on creating the future of branding and design in Australia. For decades, our work has defined the nation’s most iconic brands and set new standards for our industry. We build brands that endure because they inspire what’s next.”

Adding a strategic perspective, Carolyn Pitt, Client Strategy Director, says: “Our work provides the brand platform — both strategic and creative — that enables companies to become or maintain their position as Australia’s biggest brands. Whether defining a brand’s purpose or creating the design systems that symbolise it, our focus is always on delivering clarity, meaning and long-term value. That’s the foundation of lasting impact.”

From its Sydney studio, Hulsbosch’s influence continues to reach across industries, shaping the way Australians see, shop, travel and connect. Forty-three years on, the agency remains family-run, fiercely independent, and relentlessly focused on building brands that stand the test of time.

Pictured (L-R): Jaid Hulsbosch, Managing Director; Marcel Wijnen, Creative Director; Carolyn Pitt, Client Strategy Director; Mikey Hart, Creative Director