Creative gallery: Hulsbosch reveals new look for APN Outdoor

APN Outdoor CEO James Warburton: ‘We need to refocus and win!’

APN Outdoor recently commissioned brand and design company Hulsbosch to create a corporate rebrand reflective of its standing as the leader in market.

Hulsbosch has detailed the commission and revealed the new look:

APN Outdoor owns a portfolio of premium assets reaching outdoor audiences via five different environments. Its business provides a unique voice for a client base of diverse consumer brands and maximises engagement for consumers during their daily outdoor journey.

Hulsbosch has developed an effective brand strategy platform that is pivotal to APN Outdoor’s intention to stand out and relaunch its communication portfolio, which is extensive in quality and scale in Australia and New Zealand.

To support the brand identity refresh, APN Outdoor and Hulsbosch conducted numerous stakeholder interviews with a broad cross-section of internal and external stakeholders, including media agencies, clients and industry bodies across all regions.

“We need to refocus and win!” said James Warburton, chief executive officer, APN Outdoor. “Our business is regaining momentum and we want to be at the forefront of a media category that has only positive and profitable projections.

• Outdoor sector bracing itself for shakeup as James Warburton arrives at APN Outdoor

“Our continual investment in innovative digital and technology solutions is critical, as is our work with Hulsbosch. Its creative solutions signal to the market our vision for the future and grow with the potential of the business.

“Hulsbosch is relentless in achieving high-calibre work and remains an expert creative partner. It always delivers – its brand system for multiple audiences seamlessly aligns us with the many opportunities ahead.”

The new look and feel for APN Outdoor cements a new chapter of leadership with a progressive brand concept that secures a smarter impact for the business. At the centre of the Hulsbosch work is a logo that is a symbol of change for the long term that will stand out.

Carolyn Pitt, client services director at Hulsbosch, said, “APN Outdoor is a company with an amazing portfolio of assets, but more than that, it leads in developing consumer insights that allow their clients to really target and reach their audiences.

“This idea of smarter impact, combined with a creative idea of amplifying APN Outdoor’s clients’ voices – which can be seen through the logo design – is set to support the business in achieving the clear direction their new leadership team is pursuing.”

The visual identity builds on the APN Outdoor communication heritage, leveraging its distinctive colourisation alongside a striking modern design solution. The creative outcomes offer brand versatility suitable for a wider remit activated in digital and new technologies.

APN Outdoor has recently launched the Hulsbosch brand system through its briefing presentations and animated online teasers. Hulsbosch continues to support client implementation with comprehensive brand guidelines and collateral templates.


Hans Hulsbosch, Executive Creative Director
James Nielsen, Design Director
Benni Weller, Design Director
Kate Hunter, Designer
Chris Round, Copywriter
Vivienne Buls, Senior Graphic Artist
Ian Boniface, Finished Artist
Gavin Prentice, Finished Artist
Jaid Hulsbosch, Director
Carolyn Pitt, Client Services Director
Emma Burn, Strategy Director
Hannah Sharp, Senior Account Manager

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