Virgin Blue has appointed renowned brand designer Hans Hulsbosch as its creative director to oversee the transformation of the Virgin Blue Group’s branding.
“Hans and his team will oversee the Virgin Blue Group brand transformation, creating an identity that can stretch across both the leisure and corporate sector. Hans will be responsible for making sure every touch point represents the brand promise and connects with our guests,” said CEO John Borghetti.
“Our brief is to take the brand to a new level of modern sophistication, keeping with the brand’s contemporary young spirit. It will be unmistakably Virgin with a fresh and innovative feel that also knows how to have a little bit of fun,” Hulsbosch said.
It is expected that a key task will be creating a single brand to unify the three flying brands of the Virgin Blue Group, as well as new signage, uniforms and aircraft livery ahead of a rebranding which appears likely to occur sometime in the next year.
The move by Borghetti to appoint a creative director appears to be a mirror to his previous work with Marc Newson at Qantas, which saw the designer create a number of product elements for Qantas, including its Skybed lie-flat seat and updated first and business class lounges.
Hulsboch also worked with Borghetti to develop the revised Qantas livery and logo unveiled in 2007, and previously worked with Qantas during the 1980s.