Time is money for new mobile bank identity by Hulsbosch

86 400 is a new mobile banking company, recently launched in Australia. The idea is to offer the full capacity of regular bank in a mobile phone round-the-clock. Its launch identity was developed by Hulsbosch.

The name isn't a phone number; it comes from the number of seconds in a day. The core of the brand is to "value every second", expressed by blinking dots at the beginning of the logo.

Hulsbosch created lively look for McGrath Foundation

McGrath Foundation is a breast cancer charity in Australia. At the end of last year, they introduced a new brand identity, developed pro bono by Hulsbosch.

The new logo features a motif dubbed the 'life force', representing "the continuing experience of all those touched by breast cancer". Collaterals make heavy use of pink a similar colours, with imagery and messaging that promotes the friendly brand of care that the organisation provides.

Hulsbosch creates "driving" identity for MTAA Super

The Motor Trades Association of Australia Superannuation Fund, usually shortened as MTAA Super, is one of Australia's leading superannuation funds. Australian employers are required to pay in pension contributions and MTAA Super is the pension fund for the automotive trade, managing the pensions of about 250,000 members. They recently launched a new brand identity, developed by Sydney-based Hulsbosch.

MTAA Super wanted to retain members by emphasising how they securely manage wealth. Hulsbosch also saw a need to distinguish MTAA Super from other funds who are all looking and feeling quite similar. They mitigated this by de-emphasising financial jargon in favour of positive straight talk.

The new logo features a "driving force" symbol (i.e. the wheel) and is supported by bright colours and more circular graphics.

Australia's Retail Council gets a clearer identity

The Australian National Retailers’ Association (or ANRA) changed its name last week to the far snappier and memorable Retail Council. A press release says this was done to "strengthen the organisation’s objective to advance retail", but the need for a namechange was probably exacerbated by the existence of both an Australian Retailers Association and the National Retail Association. The brand development and visual identity was done by Sydney-based agency Hulsbosch.

The Retail Council advocates on behalf of the major retailers in Australia and describes itself as "the voice of Australia’s top retailers". The new red logo is described as "bold and confident" and used extensively on all collateral.

Hulsbosch creates unified brand for ABC Kids

ABC Kids is a kids channel from Australia's public broadcaster ABC, targeting preschoolers. It was known as ABC 4 Kids until last week when it adopted the current brand name, which will also be used for ABC's commercial and retail activities for this age group. The new visual identity was developed by Hulsbosch.

Until the launch of this rebrand, ABC's retail and broadcasting activities had used different brands. The main point of this exercise is to unify them unto one single cross-platform brand.

The apple, the bee and the carrot have been used as symbols for ABC Kids for a long time. The new version has both "a sense of play and also a sense of learning and purpose".

Ubet – a new betting masterbrand for Australia

Australian lottery and betting company Tatts Group unveiled a new brand for its betting services today. Currently known as TattsBet, they are about to be rebranded under the new name "Ubet". The brand identtiy was developed by Sydney-based design agency Hulsbosch, who also created a new corporate identity for Tatts Group a few months ago.

The rebrand was preceded by months of research both internationally and internally to determine that the company needed a new identity. The name "Ubet" is described as both a colloquial Australian term as well as active and affirmative. The logo features a "flash" device that makes it distinctive and captures the essence of the brand.

Hulsbosch rebrands corporate adviser McGrathNicol

McGrathNicol is an Australian legal and corporate advisory firm, a leader in its field in Australia and New Zealand that helps companies make better decisions. Yesterday, on July 28, it launched a new visual identity, created by Sydney-based agency Hulsbosch.

Hulsbosch say they have developed a brand strategy that communicates the firm's experience and commitments to its clients. Visually, the new logo is a monogram made up of the initials M and N drawn with multiple lines. These lines reflect the company's "diversity of their business offering in the marketplace" and appear throughout the identity in a display typeface.

New logo: Budget Direct

Budget Direct is an Australian provider of low cost insurance in various forms. Last week, it launched introduced a new brand identity, created by branding agency Hulsbosch.

The aim was to reposition the brand as being about somewhat more than low prices. Hulsbosch has worked to bring clarity to Budget Direct's offering with straight-forward. They also created new mascots to represent the brand in the form of friendly aliens.

New logo: Allens Linklaters

In May this year, Australia's leading law firm Allens Arthur Robinson formed an alliance with Linklaters, a global law firm head-quartered in London. This means Allens is Linklaters' partner in Australia, Linklaters is Allens partner in the rest of the world, and the two have agreed to form joint-ventures in Asia. Reflecting the fact that the two firms will work together, they also adopted a unified corporate identity, developed by Australian design agency Hulsbosch.

Allens Arthur Robinson dropped its two former names to become Allens. The Australian firm was keen to have its name first, a decision that also makes sense pronunciation wise. The new identity would use the same typeface as Linklaters global identity, with Linklaters set in its established magenta and Allens would use a blue shade. The two colours are equally strong and have almost the same lightness.

Two arrows separate the two equal brand, while also bringing them together. This arrow motif is also used extensively on stationery and other applications.

New logo: Rebel

Rebel Sports is an Australian sporting goods retailer that bills itself as the largest such retailer in the country. In November it introduced a new brand identity, created by Australian branding agency Hulsbosch.

The name Rebel now has such high brand awareness that the word "sport" could be dropped from the logo. The new logo is a simple lowercase wordmark with a flipped E to signify healthy competition between individuals or against oneself. Using simple typography, a yellow-black-white colour scheme and monochrome imagery, the visual identity has been applied to all branded assets both instore and on advertising.