Virgin Active Family Branding
- Family brand creation
- Illustration
- Animation
Virgin Active are all about movement for everyone. Their family clubs have an excellent offering for ages 6 weeks to 16 years, including a crèche, Club V full of engaging, inspiring activities, Kids’ camps and swim clubs and galas. As their creative partner, we were asked to work on the family branding and communications as a sub-section of their overarching brand. Same values and purpose, but with more appeal to various age groups and activities.
To achieve this, we created a tiered design pack so that the style all looks consistent as part of a pack and works together with any cross over categories, but also had a visible difference between the items that are for younger age groups compared to the 14-16 year old range.
We designed a set of inclusive illustrations of young people engaged in all the different types of fitness and wellness activities. We included various pieces of equipment and accessories, so that we could use these to visually represent everything that Virgin Active offer. This was created as a flexible design pack so that we can always keep adding and creating new pieces when the need arises.
We included a mix of photography and smaller aspects of illustration when it gets to the older age groups within the pack and used the brand colours and added some specific new ones to this family brand pack to make sure we had enough flexibility to create the images required but still feel like part of the main Virgin Active palette. We also introduced an additional typeface to add character and a more fun element to highlight the words that were key, active words.
We then applied these to various pieces of collateral and communications, eg a brochure, emails, social media assets, digital screens, posters, flyers and invites.
A bit of subtle animation on the social assets and digital screens adds a bit of fun and brings them to life.
