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Hans Hulsbosch on reimagining and redesigning Australia’s most iconic brands

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Welcome to episode #85 – today’s guest is an Australian brand designer and branding icon, responsible for the development of many of Australia’s leading identities including Qantas, Woolworths, Virgin Australia, Rebel, Taronga Zoo, Caltex, P&O Cruises, Foxtel and hundreds more. In 1982, he pioneered the concept of combining brand, brand strategy and product development.


Some of the topics we spoke about include:

  • What life was like as a designer in the Netherlands in the 70s before bouncing to NZ then migrating to Sydney, Australia
  • How he scored his first client which was Qantas
  • His biggest learnings after reimagining, repositioning and redesigning some of the world’s most iconic brands
  • And the harsh reality of being a leader, a business owner and a designer that’s always striving for better.


So if you’re someone that’s interested in lifting the hood and hearing the heart, mind and wisdom of an Australian branding and identity pioneer, then this episode is for you.

Now a quick note, if we aren’t connected yet on Instagram, I invite you to follow me on my handle @TheGiantThinker as I share daily posts and stories on helping decision-makers, business owners and leaders get unstuck lightning fast through human-centred design methodologies, creative strategies and personal experiences. Send me a DM I’d love to hear from you! You can find me on my handle @TheGiantThinker.


Alright, without further ado.

I present to you … the insightful, intelligent and modest … Hans Hulsbosch!



More on Hans can be found via the links below:

Subscribe to The Giant Thinkers Podcast on iTunes.



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About Ram Castillo


Ram is an award winning Design Director, Blogger, top ranking Podcaster, Speaker, Instructor and Author of two internationally acclaimed books 'How to get a job as a designer, guaranteed' and 'How to get a mentor as a designer, guaranteed'. He's based in Sydney, Australia and in 2012, started the blog which helps thousands of design students and graduates be employed. Ram has since been featured in Communication Arts, HOW magazine, Herman Miller, deFrost*, and Apple.

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