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Hulsbosch Creates New Name & Brand Identity for ANRA

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The brand agency helps to create a voice for the Australia National Retailers Association

Hulsbosch Creates New Name & Brand Identity for ANRA

The Australia National Retailers Association (ANRA) has today launched a new brand identity created by brand agency Hulsbosch. The new name and visual masterbrand, Retail Council will be integrated into all collateral for communications with internal and external stakeholders.

The policy and advocacy group has been in operation for eight years and members currently include 15 of the 20 top retailers in Australia, including Best & Less, Big W, Bunnings, Co-Op Bookshop, Costco, David Jones, Dymocks, Forty Winks, Harvey Norman, Just Group, Luxottica, Masters, Petbarn, Super Retail Group and 7-Eleven.

The Hulsbosch brand solution was powered by the collaboration of Australian retailers and the Retail Council. Its main purpose being to advance the retail industry in Australia, promoting the Retail Council as a professional organisation with an experienced team, committed to a category that significantly contributes to the Australian economy.

Hulsbosch created a brand blueprint that underpins all brand communications. From these extensive plans Hulsbosch developed a tone of voice that captures the spirit of the Retail Council and its aim - to advance Australian retail with a strong voice for its members. This messaging is the foundation of the visual language with vibrant colours and typography bringing the Retail Council brand to life.


The new Retail Council brand confirms its position as an advocate of industry issues and public policy. It endorses the status as the primary body representing the retail industry that contributes to the development and support of public policy that would boost productivity, support employment growth, foster a competitive environment and ultimately make the sector stronger. 

Hans Hulsbosch, executive creative director, Hulsbosch commented today: “We have created an engaging brand story for the association with a distinct icon that talks to the idea of leadership and advocacy. It is made up of a collection of parts that together make a whole. This represents the association’s voice being stronger in the industry when heard as one: Stronger Together.”

“The new logo stands out from the crowd with a dynamic use of the colour red, which is responsive to retail needs, pure and simple. Its bold and confident, and the execution is a powerful stamp of inclusion and community,” he added.

“The vision reflects the Retail Council’s future-forward position as retail continues to transform. Through times of change it affirms a perception of strength and positioning as the clear leader in the business world of retail.”

Hulsbosch has a track record not only in the Australian retail space with brand projects for Woolworths, Rebel and Caltex but a depth of expertise and understanding from a wide-ranging client portfolio.

Hulsbosch has provided design-driven solutions for government agency Equal Opportunities for Women Association; non-profit organisation Pedestrian Council of Australia; member services group Financial Services Council; independent government body The Australian Securities & Investments Commission.

Anna McPhee, CEO, Retail Council said, “Working closely with the expert team at Hulsbosch we have achieved a strong visual communication that encapsulates who we are. Hulsbosch have developed a brand that is a clear differentiator and allows the Retail Council to build and strengthen its key relationships.  Importantly it’s an inspiring symbol that communicates our intention to progress Australian retail together.”

The Retail Council represents the country’s top retailers. Retail Council members are part of an industry that employs more than 1.25 million Australians and contributes more than $134 billion to economic activity.

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Creative Agency

Designer: Sophie Zetterberg

Director of Operations: Director

Executive Creative Director: Executive Creative Director

Group Account Directors: Brooke Hinman

Design director: Belinda Hubball

Genres: Idents

Categories: Associations, Corporate, Social and PSAs

lbbonline.com, Mon, 15 Jun 2015 00:40:30 GMT