QMS unveils new brand identity from Hulsbosch ahead of City of Sydney roll-out

Digital outdoor ad firm QMS has unveiled a new-look as it begins to finally start rolling out street furniture for the City of Sydney.

Brand and design agency Hulsbosch has created a new brand strategy, positioning, logo and visual identity for QMS to “lead the business through its next evolution”.

QMS chief operating officer – customer, Sara Lappage, said it needed to revitalise its image as it starts its much-delayed partnership with the New South Wales capital.

The company initially won the lucrative contract back in 2020 but the switch from previous provider JC Decaux is only now getting underway.

“We have experienced such enormous growth in such a short period, that now as we prepare to launch the reimagined City of Sydney network, it is the right time to shift industry perception, revitalise our brand, and reposition ourselves to better reflect our digital-first, data-led offering in market,” Lappage said.

“Following extensive internal and external client engagement, our distinct new brand identity and proposition has been created to capture the essence of QMS, and the connection we provide between brands and audiences, as well as ourselves and our clients.”

Hulsbosch executive creative director, Hans Hulsbosch, said the design showcases a “bold, high-impact icon with energy and pulse”.

“It successfully brings to life QMS’ digital focus and encapsulates the heart and soul of the business,” he said.

“The creative work is formed from the simple core idea of ‘Out of the Ordinary’ representing both the people at QMS and the strategic direction of the business. The new brand unites QMS, ensures relevance and impact, and signals the new phase the business is entering.”

QMS Media finally began to roll-out assets in Sydney last month with bus shelters set to be installed on 1 November.


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