Virgin Blue Group of Airlines has appointed brand and identity designer Hans Hulsbosch as creative director overseeing the overhaul of the Virgin Blue brand, which will include the Group’s new livery and corporate identity.

Virgin Blue chief executive officer John Borghetti said designer Hans Hulsbosch and his team had more than 20 years experience in brand, corporate and product identity with some of Australia’s best known brands.

"I’m thrilled to welcome Hans as creative director to the Virgin Blue Group of Airlines. His expertise in the area of design and brand integrity is second to no other in Australia," he said.

"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," Borghetti
said.

The Hulsbosch team, Hulsbosch Communication by Design, will be responsible for the overall brand architecture.

Hulsbosch is thrilled to be working with the Virgin brand. "The Virgin brand is one of the most highly regarded and loved brands in the world. To be given the opportunity to work on the new direction for Virgin Blue is a dream project for me," he said.

"Our brief is to take the brand to a new level of modern sophistication, keeping with the brands 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."

The new brand aims to take the airline in to its next decade as it moves from a low cost carrier to a modern carrier that appeals to both the leisure and corporate market.