ROLES
Creative Director
Content Director
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 developing and rolling out robust customer acquisition campaigns via email marketing, social, and out of home as well as developing and implementing experiential graphics and copy for event signage and installations.
The Making of a Movement
Before I joined 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.
Running, with a twist. And a shout.
In addition to our digital efforts we also deployed an out-of-home campaign targeting London's famed tube and double-decker bus network to get the word out. Working with agency VCCP, I oversaw copy and visuals for a range of posters and billboards in and around the Hackney community.
Hackney Comes to Life
An immersive brand experience was central to Virgin Sport's ethos. We wanted to extend beyond the typical race to create a festival destination that had something for everyone, whether you were running in the race, cheering on a loved one, a local business in the thick of things, or a resident who just happened to be walking by. Our inaugural event in Hackney gave us the opportunity to deploy the concept and inform the experience strategy for the remaining festivals for the year. In addition to the legacy half marathon and 5K races, we added a schedule of free group fitness classes ranging from yoga, boxing, dance, and HIlT; cheer stations throughout the course to keep runners and locals entertained; picnic grounds to showcase local restaurants, food trucks, and breweries; a rock climbing wall; roving performers; and countless photo opportunities to cultivate a true festival atmosphere
Working off the brand building blocks developed by AKQA, I wrote and designed a majority of the festival collateral, maintaining brand voice and art direction throughout print, digital, and experiential channels including press invites, the runner's race pack, an app built on the MyLaps interface, environmental graphics throughout the race and festival site, and all the swag participants took home.
Adding Flair to the Popular British 10k
A month after executing Virgin Sport's go-to-market strategy and in the throes of preparing for Hackney, we started building out the Virgin Sport Westminster Festival of Fitness. The team planned for an equally immersive experience in central London that mirrored the festival atmosphere of Hackney, but tighter regulations in Westminster eliminated a planned cycling race and stage for group fitness instructors to offer classes and for musicians to rally spectators. Instead, the legacy British 10K took top billing, but we retained the Westminster Festival of Fitness branding to lay the groundwork for future events.
Like Hackney, I wrote and designed content for print and digital channels and art directed environmental graphics throughout the race.
