Inside story of how Virgin Australia rebranded to be told at Mumbrella360

VirginAustralia_colourThe man who created Virgin Australia’s brand will tell the story of how he did it in a case study presentation at Mumbrella360 in June.

Hans Hulsbosch – founder of brand agency Hulsbosch – led the redesign that saw Virgin 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.

This year Mumbrella360 will include a series of case study sessions co-presented by brands and their agency partners in which they share the inside stories on major projects.

Mumbrella360The Virgin session – the first of several significant marketing case studies to be announced over the coming weeks – will explore how the re-brand and design elements are constantly updated and executed across all areas of the Virgin business.

The presentation will include the temporary re-branding of the m360 conference space within the Hilton Hotel in Sydney.

At the time of the Virgin Australia (formerly Virgin Blue) rebrand, Virgin boss 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.

Hulsbosch and Hassell will talk about what they learned and continue to learn throughout the re-branding process, what the scope of the work entails and how the process continues to evolve. The session will also examine the idea of precision marketing.

Virgin was so happy with the rebrand they even featured Hulsbosch in a cameo in the launch ad.


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