• Transform magazine
  • October 25, 2021


Hulsbosch designs new identity for QMS Media

  • HULSBOSCH QMS Case Study Images9
  • HULSBOSCH QMS Case Study Images3

Digital outdoor media company, QMS, worked with international brand design agency, Hulsbosch, to launch a new brand strategy, positioning and visual identity that reflects the company’s growth.


The brand identity aims to set QMS up for future success and reflect the company’s ambition of becoming a leading figure in digital outdoor advertising in Australia.

“It’s the right time to shift industry perception, revitalise our brand, and reposition ourselves to better reflect our digital-first, data-led offering in market. 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,” says Sara Lappage, COO- customer at QMS.

Internal engagement, a brand workshop and external interviews informed the strategic platform developed by Hulsbosch. From this foundation the brand refresh aims to convey authority whilst also differentiating QMS in the Australian marketplace.

Hulsbosch’s managing director, Jaid Hulsbosch, says, “The outcomes from the interviews and the workshop clearly shine through in the end result. We wanted the QMS team to really feel they own both what the brand stands for and looks like, so that in market, they can put their name on it and be proud of it. The new brand unites QMS, ensures relevance and impact, and signals the new phase the business is entering.”

The logo was designed to create impact and reach, to be a bold brand statement that captures the importance of digital in the OOH space. "The use of a ‘out there’ magenta and an energised ripple effect that butts up against a cut off Q creates a tension and energy that embodies the companies ‘never sit still’ attitude," says Marcel Wijnen, creative director.

The brand identity is completed with the strapline of ‘Out of the Ordinary,’ which represents both the team at QMS and the direction of the business. It implies that QMS is more than just an outdoor media company. Through the use of dynamic, people-centred imagery and a vibrant colour palette of hot pinks, bright yellows and electric greens, Hulsbosch created a modern brand identity that aims to attract attention and broaden its appeal.


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