To align with their new campaign, a playful, typographic system was created. The formula was simple - alternate the two new typefaces, choose your lettering styles and combine with a ‘stamp’. The stamps were a number of shapes that allowed for more creative executions when used in tandem with the words.
A new colour palette, along with patterns and an extensive destination based icon suite completed the bare bones of the new visual language. It was then rolled out across print, digital and motion, setting the style for all future communications. Comprehensive brand guidelines to ensure consistency moving forward were also created.
One of the largest parts of the project was a complete overhaul of the Virgin Holidays brochures, aligning them with the new brand language.
The design direction established was rolled out across multiple brochures as well as informing and setting the benchmark for most other printed material. It was tackled by using a much more stripped back, modular and template-based approach, which made the creation of new pages and population of content much more efficient.
The new brand language naturally had to extend into digital. This included email templates, as well as envisioning how it could work on web and mobile apps. The visual style and structure for email templates was used for all future email campaigns, which would eventually reach Virgin Holidays customers at all stages of the booking journey.
Another large portion of the project was to completely re-design a number of different templates for internal and external printed material. This also provided guidance for their in-house team to reference.