VIRGIN ATLANTIc

Flying in the face of ordinary
Re-defining a challenger airline to create an experience that is unmistakably Virgin.

Project: Digital Ecosystem
Role: Creative Director
Agency: LBi

Reimagining the digital design language for an iconic airline brand.

We followed a strict User-Centered Design process completing an impressive: 24 diary studies, over 300 card sorts, and almost 500 task-based lab sessions.

A uniquely Virgin experience

It was very important that we captured the essence of the brand throughout the experience: this was the first time I used experience principles as a tool for expressing Virgin’s unique positioning and tone of voice. They helped to create a site that was undeniably Virgin.