Virgin Instinctive
Creating a new sub brand for Virgin Atlantic’s new Flight & Hotel proposition.
The Brief
During my final year at university, I had the opportunity to choose from several briefs for the 2019 D&AD New Blood competition. Among them, the brief set by Virgin Atlantic caught my attention. In response to evolving travel trends, Virgin Atlantic had introduced a new Flight & Hotel proposition, allowing customers to seamlessly book both flights and accommodations in one go. This innovative concept aimed to simplify the travel planning process, enabling travellers to confidently arrange their entire trip with just a touch of a button.
The Brand
I aimed to create a brand that would resonate with adventurous individuals seeking spontaneous trips, yet who also appreciate a touch of luxury and are willing to invest a bit more for unique experiences. The brand name selected was "Virgin Instinctive," reflecting the idea of following one's instincts to explore and discover new destinations. The logo was crafted to resemble a ticket, symbolizing the seamless booking experience offered by Virgin Atlantic's Flight & Hotel proposition.
For the poster campaign, I incorporated iconic landmarks enhanced with an inverted gradient map, infusing each image with a luxurious and captivating aesthetic. The use of deep, rich colours not only adds a sense of opulence but also ensures that the white typography pops prominently, making key messages and details easily readable. This cohesive visual approach was intended to evoke a sense of excitement and sophistication, appealing directly to the target audience of adventurous and discerning travellers.
The Website
Following the creation of the brand and poster campaign, I developed an intuitive and visually striking website inspired by user-friendly software such as Spotify. The website incorporates a fixed navigation bar on the side, ensuring easy access to all essential features and information.
A key highlight of the website is the Instinctive tickets reward system, designed to incentivise and engage customers. This innovative feature offers special discounts and perks like free flights and spending money based on accumulated Instinctive tickets. The user interface prominently displays the number of tickets earned and required to unlock exclusive offers.
Moreover, the website allows users to personalize their experience by specifying their desired destinations. By inputting preferred locations, customers can access tailored discounts and offers that align with their travel interests, enhancing the overall user experience and facilitating personalised trip planning.
