Virgin Atlantic 'Snap' Branding (D&AD Brief)

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Virgin Atlantic Flight and Hotel 'Snap' Branding (D&AD Brief)

The concept behind this brief was the ability to book a Virgin flight and hotel at the touch of a button, saving time and money. A new name for this sub-brand was required, as was a brand identity and set of assets.

The brand had to make the experience of booking quick and easy, encouraging people to be more spontaneous and book an adventure on the spot.

I gave the sub-brand the name 'Snap' to reflect this spontaneity, as well as reflecting the ease in which a trip could be booked "with the snap of your fingers.' I started by creating some posters which kept the Virgin Atlantic colour palette and used the outline of snapping fingers as the focal point. From a distance they act as an immediate showcase of the name, and as you look closer they spell out a list of adventurous terms (1) and a list of the top 100 adventure travel destinations (2). The posters are designed to be at the very beginning of the marketing campaign, keeping the Virgin Atlantic colours so consumers recognise the brand but introducing 'Snap' simultaneously.

From this I took the snapping fingers and utilised them as a major focal point of the brand, taking the lines indicating the snapping sound and using that across all the marketing to reflect the original concept and the brand ethos. This pattern became the basis of the brand, whilst I chose a bright blue and pink as a toned down version of Virgin Atlantic's purple and red to appeal to the younger generation the brand was being designed for.

These popping colours were rolled out across the campaign and the rounded edges of the 'Snap' incorporated into the clean and modern app design. The app mockups take you through the process of booking a holiday through Virgin Snap, starting with a choice of three options out of 20 that would be whittled down to 3 for you to pick your final choice.

Original posters to be used as the first part of the marketing campaign