As Group Creative Director I led the global rebrand of Virgin Active. From concept development through to delivery of full visual identity and tone of voice guidelines, the project was conceived and produced by the in-house creative team, working with creative agency field.io and branding agency Purpose.
Our brief was to align Virgin Active more closely with the Virgin mother-brand, to give the brand a more premium feel, create a more recognisable and consistent brand across global markets and create an identity that works effectively in a digital environment.
Celebrating movement was the core concept. Movement is at the heart of Virgin Active, and the concept ran through the whole brand tool kit, from innovative motion capture animations, dynamic typographic style and energetic writing style. Along with a new design logo, colour palette and 'red hot' Virgin attitude, this formed a comprehensive brand toolkit to bring the brand up to date in the digital space.
Virgin Active's new identity.
Using innovative motion capture technology, Field.io created a set of super-graphics based around four key exercises: swimming, boxing, running and yoga. The data was captured then rendered into a beautiful and unique set of animations and high res renders that formed the basis for the visual identity.
Full brand guidelines covering brand purpose, visual identity and tone of voice were created to inspire the in-house creative teams and agency partners in all territories, creating a more consistent global brand.
