Eye-catching, aspirational and imaginative. Working within the brand guidelines of Virgin Atlantic, I created campaign artwork in association with Travel 2 to advertise Virgin’s new Eastern routes.
Travel 2 were approached by airline partner Virgin Atlantic to create a joint email marketing campaign in order to advertise their new Eastern routes to UK customers. As an outsourced designer for Virgin, I had an in-depth understanding of the brand guidelines, tone of voice and essence, ensuring a quick and successful output.
An engaging header graphic is the focal point of the email, using Virgin’s prolific mix of out-there creativity and realism. The emails were hand-coded in house by the design team due to the nature of the business model at that time, giving me my first opportunity to directly interact with html & css, an aspect which would fuel my digital career.
Virgin Atlantic Brand Ideals
Virgin Atlantic supply a very unique and specific set of brand guidelines and ideals. ‘The Everyday Pioneers’ wheel describes; what Virgin are famous for (the star section), how Virgin make customers feel (the heart section) and that Virgin always deliver (the ticked section). Each of these brand attributes were studied and implemented into the design, UX and UI.
Credit: Virgin Atlantic Brand Guidelines
Within the guidelines there are specific sizes and safe areas around the logo. The document also details font usage, images, colour codes and illustration styles. My aim was to push the creativity as far as possible while still adhering to the Virgin Atlantic brand guidelines.
The concept of the campaign was focused on injecting playfulness and magic into the travel experience. A mix of photoshop and images create surreal and fantastical elements found across the Eastern routes, bringing to life the exceptional experience customers can have above the clouds
High fidelity visuals
Designed for mobile first, the emails were sent out on a bi-weekly basis, advertising four offers. These would direct users to virginatlantic.com for more information, booking and payment information, increasing traffic and engagement to the website.