Virgin Sport
Whatever it is, the way you tell your story online can make all the difference.
ROLES
Creative Director
Content Director
Contents
Visual and Verbal Brand Development
Brand Launch Campaign
Experiential Event Launches
As the global director of creative and content at Virgin Sport, I worked closely with the head of marketing on honing the brand’s identity and preparing the website and all communications for the official launch in January 2017. I also designed print marketing collateral; digital assets for web, email, and social; pitch decks; and internal communications materials. Post-launch efforts included development and rollout of robust customer acquisition campaigns via email marketing, social, and out of home as well as the development and execution of experiential graphics and copy for event signage and installations.
The Making of a Movement
Before joining Virgin Sport, the company's C-suite worked with agency AKQA to develop the brand's DNA. Bright colors and patterns meant to evoke dynamism and movement grounded brand messaging that sought to motivate and inspire while mixing in Virgin's trademark wit and irreverence. I used the resulting brand bible and visual identity guidelines to prepare internal and external channels for launch including writing and designing Virgin Sport's Heartfelt Service Guide, an internal document outlining the brand's ethos and the many ways we could inspire those who came into contact with the brand across its digital and experiential channels.
On Your Marks…
Working with the executive team I led efforts to prepare our digital channels for go-to-market, writing and designing a series of emails, social posts, and finalizing web and product copy on the site prior to launching both the brand itself and its inaugural event in Hackney, London. I also prepared materials for press engagements, developing talking points for interviews and ghostwriting on behalf of the CEO and CMO.
It Begins in Hackney
In conjunction with the brand launch, Virgin Sport also opened entries for its inaugural Hackney Festival of Fitness, a rebrand and expansion of Vitality's Run Hackney-one of a handful of races that were acquired by Virgin Sport. As part of the brand's visual expression, each event would encompass a unique gradient and visual identity -Virgin red to purple, in the case of Hackney-to differentiate each festival when presented on the Virgin Sport site. I art directed and wrote social posts focusing largely on customer acquisition; web and product copy for each festival and sub event; and a slew of emails targeting a range of audiences, including those who expressed interest by joining our mailing list, those who registered, those who participated in the race's predecessor, and those who previously volunteered or expressed interest in volunteering.
Make it stand out.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
“It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.”
— Squarespace