virgin travel
virgin travel anna stone
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brief virgin brands research logo design ideas research brand names logo designs brand features brand assets for website virgin surprise website design: home website design: continents website design: virgin surprise website design: virgin travel virgin surprise video development evaluation and thank you resources
brief 1
What’s the challenge? Like many airlines, Virgin Atlantic now offers hotel stays and experiences at the point of booking flights. This new ‘Flight + Hotel’ proposition is about being able to confidently book an entire trip at the touch of a button - saving time and sometimes money. Create a new name, brand and set of assets for this ‘Flight + Hotel’ subbrand that: - defines what the future travel consumer wants from online booking services - makes the benefits of this experience so desirable and irresistible that they don’t want to go anywhere else - is distinctive from Virgin Holidays (which is all about taking time to plan a bespoke holiday with fully loaded experiences; that trip of a lifetime only Virgin can give). How can Virgin Atlantic inspire people to be more spontaneous and book an adventure - simply and conveniently at the click of a button?
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V The very first thing I did was look at previous logos virgin has for their sub brands. I discovered the array of sub brands they own or used to own. I thought it intreguing how most of them only include one word after using “Virgin� in the logo. I wanted to emulate that to stick to brand guidelines.
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ideas Initially to start off the process of creating the logo, I wanted to look at examples of potential flight and hotel combination logos that people have designed. After carefully looking at the different features, I decided I wanted to simplify it a lot more than these examples.
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names When looking into a possible name for this sub-brand, I just brainstormed anything to do with travel, also linking it with the idea the brand is supposed to mean a quick holiday is booked. As linking with current virgin sub-brands I constantly put “virgin” beforehand.
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I propose Virgin’s new Flight + Hotel sub brand to be called ‘Virgin Travel’. This works with the rest of Virgin’s brand as most of their sub-brands you can tell what it is from the brand name, so I wanted to keep it simple, just like the experience this wants to have.
virgin package virgin wanderlust virgin travel virgin elementary virgin stable virgin constant virgin deals virgin trips virgin simple virgin easy virgin world virgin nip virgin globe-trot
virgin wander virgin quick virgin alight virgin heights virgin trips virgin journey virgin excite virgin combo virgin move virgin tour virgin hop virgin swing virgin voyage
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logo designs 9
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features 11
Vv
Use of lowercase in gotham book, as specified in the Visual brand identity
Price (Per Person)
Rating Use of the primary colours, as specified in the visual brand identity
Use of the suitcase from the logo as a common symbol in multiple ocassions
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assets 13
Brand Assets for Website 1. Filter price range (use the bar system with the suitcase that scrolls across - you give the whole range 2. Rating of Hotel (using the suitcase system) 3. Activities to do in the Area 4. Hotel Facilities 5. virgin surprise
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virgin surprise ‘Virgin Surprise’ will be a main asset, which the customer can choose for an adventure. The customer would not know where they would be going, until they get to the hotel. They would put then put in the selections of activities, features and various assets, and then virgin would choose a holiday based on those selections. They may know a vague location, but will no know exactly where.
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When arriving at the airport, as part of the ‘surprise package’ you get given the ‘virgin travel’ passport holder and baggage tag. These clearly show the airport
As part of the trip, you would get a passport folder, baggage tag, and suitcase delivered to your door, which holds essentials for the area.
As part of the ‘virgin suprise’ you also get given a suitcase, filled with a selection of essentials you would need for that location.
It would get delivered to your door within 3 working days of booking the holiday, so to be able to do the ‘virgin surprise’, your holiday has to be at least in a week’s time from booking.
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home 17
The home page includes the assets discussed earlier, for example the “Price (Per Person)” and the “Rating of Hotel”, which the user can scroll through and as hovering over the suitcases, can click on the number of stars. They can also select whether they want to participate in the “virgin surprise”. Can can also look through the deals, based on continents.
I started making the home screen. When first going to the page, it would start with a loading page saying “loading your adventure”, which then goes on to “welcome to virgin travel”. It then opens up the official home page. 18
continents The continents page would contain deals of various places within each continent that Virgin fly’s to. These deals would be updated each week, or whenever the deal runs out. This is easy access for the customers to quickly book a holiday.
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I started this by originally sketching how I wanted each page to look, and then once I was happy with that basic look, I re-created that plan on InDesign, and put locations with potential prices.
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virgin surprise I started by digitally sketching out how I would want to place things. When it came to actually laying each feature out, I found I could place the assets in the top half next to each other to save a bit of page space. This layout would be easy to read and quick to fill out, so you can easily book your surprise holiday to a secret location around the world.
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This would be the layout of the webpage of ‘virgin surprise’. You would get to select all the options you want, and then move on to the next stage of booking it, by putting your address and card details.
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virgin travel
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For the people who are not as adventurous but still want an adventure, they can opt to use the exciting ‘virgin travel’ website, and use the normal areas, without ticking for virgin surprise.
This is what an example of the website page would look like, if you just wanted to use ‘virgin travel’. It has the feature selections on the left hand side, and would load the hotel options with images and their features on the right.
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virgin video For the virgin pitchboard video, I started off by creating an animation for each individual segment, and then put each mini video together into one larger video, that last 1:31 minutes. It is a quick view of some of the main features in the website that the customer can use on the website. These are screenshots of the various stages within the video. I used aftereffects to create the video, and then Premier Pro to put the voice over in, as it was easier to edit the audio. 27
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evaluation
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This part of the unit has been a lot of fun. Soon after brainstorming ideas for this D&AD brief, I thought of the idea to incorporate what I named the ‘virgin surprise’. This sprang from the logo, of using the suitcase in a lot of the branding. I expanded how I could use it, and thought of having a surprise holiday, where the customer would receive a red suitcase, amongst a few other items for their journey. There were some sessions that I took part in, which helped develop my ideas in this part of the unit. For example, the workshop where we had to create a small, medium and large sized object. Parts of that I did not find particularly useful, however it did help me think of the idea of the ‘virgin surprise’. Other workshops that were put on were fun, however I did not feel improved,
but rather delayed my work. For example, there were workshops where we had to create a new object from a random object on the table. I understood the symbolism behind it, however fun it was to take part in, I felt like it hindered my productivity. It was extremely useful when people from D&AD came in and gave a talk, and the graphics could join the illustration students for it. I managed to talk to one of the people about my idea, and they seemed to really like it. They found the idea of the surprise adventure extremely fun and engaging to a wide audience. Overall this project has been so much fun, especially as it has been for a specific company in mind. I have enjoyed working on branding, and sticking to the branding guidelines. 34
thank 35
you 36
resources Continents Images: Europe: 1. https://unsplash.com/photos/ aapSemzfsOk 2. https://unsplash.com/photos/lGmdF7Md0o 3. https://unsplash.com/photos/g_ gwdpsCVAY 4. https://unsplash.com/ photos/7vKP5BAm8wg 5. https://unsplash.com/photos/ EvKBHBGgaUo 6. https://unsplash.com/photos/ VLWy8LIdzsQ North America: 1. https://unsplash.com/photos/ SVVTZtTGyaU 2. https://unsplash.com/photos/ hzc5cxRicFI 3. https://unsplash.com/photos/ glrBDgQMAsY 4. https://unsplash.com/ 37
photos/451DMKNITAM 5. https://unsplash.com/photos/ WP1ORoT7KGA 6. https://unsplash.com/photos/ QmixOhXi0d8 South America: 1. https://unsplash.com/ photos/8xpklKrfsG4 2. https://pixabay.com/en/buenosaires-argentina-obelisk-city-508790/ 3. https://pixabay.com/en/colombiabogota-city-2434911/ 4. https://unsplash.com/photos/YMGVIkpyFw 5. https://pixabay.com/en/ montevideo-port-bay-riverplate-3820045/ 6. https://pixabay.com/en/sao-pauloskyline-cityscape-evening-980972/ Asia: 1. https://unsplash.com/photos/ m2U9C875LJQ 2. https://unsplash.com/photos/ S2AIYYVyBLc 3. https://www.pexels.com/
photo/adult-architecture-barbuildings-373290/ 4. https://unsplash.com/ photos/7ryPpZK1qV8 5. https://unsplash.com/photos/ N4DbvTUDikw 6. https://unsplash.com/photos/_ WuPjE-MPHo
cityscape-259447/ 2. https://unsplash.com/photos/ t6nqZ0n3i-k 3. https://pixabay.com/en/ johannesburg-rpa-citypanorama-408643/ 4. https://commons.wikimedia.org/ wiki/File:South_Africa_-_Port_ Elizabeth_(16277752840).jpg
Oceania: Virgin Surprise items: 1. https://pixabay.com/en/goldcoastqueensland-australia-2646258/ 2. https://unsplash.com/ photos/6QG53_QOtqM 3. https://unsplash.com/photos/ qaNcz43MeY8 4. https://www.pexels.com/photo/ aerial-view-photography-ofisland-1139040/ 5. https://unsplash.com/ photos/7XKkJVw1d8c 6. https://unsplash.com/photos/ bfgEYpS0Znk
1. https://www.ebay.co.uk/ i/113397603828?chn=ps 2. https://bit.ly/2EhGxra 3. https://bit.ly/2rwGrU0 Hotels (for virgin travel webpage): 1. https://booki.ng/2zLmRIt 2. https://booki.ng/2QCGDPW 3. https://bit.ly/2BVn5ht 4. https://booki.ng/2zNMbxz Virgin Logos:
Africa: 1. https://www.pexels.com/ photo/bay-boats-cape-town-
1. https://www.logodesignlove.com/ stretching-the-virgin-logo 38