VIRGIN ATLANTIC AIRWAYS
In a sea of sameness, how do you approach brand imagery in a way that resonates while being distinctive and differentiated from your competitors?
Virgin Atlantic is Britain’s second-largest carrier and one of the most recognisable brands in the air. No matter who you are, who you love or where you go, Virgin Atlantic empowers everyone to take on the world.
But in recent years, frequent use of the same-same destination imagery of wide shot skylines and traditional shots of tourist hotspots had become predictable and stale, and wasn't differentiating Virgin Atlantic from other airlines.
With a larger than life personality and travellers united by the mindset of wanting the most out of every experience, Virgin Atlantic is in a unique position to strengthen their value proposition beyond connecting travellers fabulously from point A to B, and build a deeper emotional connection and relationship through visual storytelling.
Here are the art direction principles that helped Virgin Atlantic find exciting alternatives to the norm, so that travellers can see the world a little differently, always with a sparkle of red of course.
Use brand colours intelligently.
Red is one of Virgin Atlantic's most distinctive brand assets, which means they have licence to be smart and disruptive with it while still always unmistakably themselves. It is the ‘red thread’ that runs through everything they do and can be used to say something memorable about Virgin Atlantic. That doesn’t mean painting everything red or only capturing red objects. Use strategic pops of red and dial up and down depending on the audience.
Be human and inclusive.
Every moment tells a big story, projects excitement, warmth and joy. You don’t have to see full head to toe in every shot, a hint of human is all you need for your photography to feel dynamic, real and warm. Feature young and old, local and global and welcome different perspectives with open arms. Capture spontaneous moments and expressions that evoke emotions, human warmth and personality to build a connection with the audience.
Reimagine classics.
Audiences know what to expect of competitors – more of the same. But Virgin Atlantic have never been predictable. They stand out from their competitors by doing things differently - using interesting angles and viewpoints, clever reflection and perspectives, creating intriguing views of the familiar.
Shown below are recurring images and predictable themes that people have come to expect of the category vs. how Virgin Atlantic does it differently.
Up close and personal.
Today’s travellers value authenticity, they find meaningful value in going to new places and seeing new things. They seek experiences similar to those a local might have. By focusing on capturing the essence of a destination, you can offer travellers a real sense of place and unexpected cultural adventures rather than locations with no distinguishing features or same-same tourist hotspots that's seen everywhere else.
Each destination has its own particular look, character, and ambiance, surprising the viewer with things they likely haven’t experienced that makes the reader ask “Wow, where is that?”
