Source: MUMBRELLA
Sydney – The man who created Virgin Australia’s brand will tell the story of how he did it in a case study presentation at the Mumbrella360 conference in Sydney in June.
Hans Hulsbosch – founder of brand agency Hulsbosch – led the redesign that saw Virgin Blue, V Australia and Pacific Blue become Virgin Australia. He will co-present the session – titled ”Virgin Australia- the living brand; the highs and lows of a rebrand” with Mark Hassell, chief customer officer of Virgin Australia.
The rebrand saw a wholesale repositioning of the airline as it moved to become a head-on competitor with Qantas.
At the time of the Virgin Australia (formerly Virgin Blue) rebrand, Virgin founder Richard Branson said he wished it had been done ten years ago.
The session will explore what it means for service brands to use brand and design, the impact of “pure brand” on commercial performance, and how marketers can benefit from building a long-term brand and designer relationship.
Virgin was so happy with the rebrand they even featured Hulsbosch in a cameo in the launch ad.