Leading digital outdoor media company QMS has partnered with international award-winning, independent brand and design agency Hulsbosch to launch a new brand strategy, positioning, logo and visual identity. After seven years of exponential growth and with the imminent launch of Australia’s premier OOH contract in the City of Sydney, the new brand, underpinned by a clear strategy and vision for the future, has been developed to lead the business through its next evolution. The distinct brand identity created by Hulsbosch sets up QMS for future success as a leader in digital outdoor advertising, at the forefront of the industry in Australia. Sara Lappage, Chief Operating Officer – Customer at QMS said: “We have experienced such enormous growth in such a short period, that now as we prepare to launch the reimagined City of Sydney network, it is the right time to shift industry perception, revitalise our brand, and reposition ourselves to better reflect our digital-first, data-led offering in the market.

“Following extensive internal and external client engagement, our distinct new brand identity and proposition have been created to capture the essence of QMS, and the connection we provide between brands and audiences, as well as ourselves and our clients. “Working closely with Hulsbosch, our team’s immense passion for digital, desire to challenge the norm and champion new ways of thinking became clear. We are more than just any outdoor media company. We are real partners, ready to act, and we are committed to pushing the boundaries to deliver real results for our clients and partners. “We have built an exceptional team, who have come together with a clear purpose and are inspired and excited for what lies ahead.”

Extensive internal engagement, a brand workshop and external interviews informed the strategic platform developed by Hulsbosch. From this foundation, the brand refresh conveys authority and differentiates QMS in the Australian marketplace. Jaid Hulsbosch, Hulsbosch Managing Director said: “We were fortunate to work with the team at QMS who were very engaged in the process we guided them through – taking stock of what the brand has done and has stood for in the past, to confidently look ahead to what the brand can stand for and deliver in the future. 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 the market, they can put their name on it and be proud of it. The creative work is formed from the simple core idea of ‘Out of the Ordinary’. This represents both the people at QMS and the strategic direction of the business. The new brand unites QMS, ensures relevance and impact, and signals the new phase the business is entering.”

Hulsbosch created a refreshed brand identity with a modern, striking look to attract attention for the business. With a dynamic imagery style, distinctive typography and enlivened colour, the creative solution creates a contemporary brand that has broad appeal. It successfully brings to life QMS’ digital focus, encapsulates all their areas of operation and is an adaptive brand for future expansion. Commenting on the new, contemporary brand, Hans Hulsbosch, Executive Creative Director at Hulsbosch said, “The refreshed identity showcases a bold, high-impact icon with energy and pulse that successfully brings to life QMS’ digital focus and encapsulates the heart and soul of the business.” QMS’ new branding by Hulsbosch is being phased into its assets, including across the prestigious City of Sydney street furniture portfolio, and marketing collateral over the coming months.”