Virgin Travel
Retail Communications & POS Design
Led the art direction and design execution for the Virgin Holidays Cruise brochure, developing a refreshed visual approach that evolved the existing brand guidelines while maintaining alignment with the wider Virgin identity.
The project focused on creating a more contemporary and aspirational look and feel designed to better engage younger demographics. A new modular grid system was developed to improve hierarchy, pacing and overall readability across the publication, allowing for a more editorial and premium layout style. Alongside the redesign, bespoke iconography and enhanced graphical elements were created to modernise the brochure’s visual language and improve user navigation throughout.
Responsible for image research and selection using Virgin’s internal “Red Squirrel” image library, with all chosen photography professionally retouched and colour graded to create a cohesive, vibrant aesthetic. This included enhancing tones, contrast and atmospheric treatments to elevate the overall art direction and reinforce the luxury cruise experience. Additional design work included the creation of structured price and package tables to improve clarity and usability, ensuring complex travel information remained visually engaging and easy to digest. The brochure cover was conceptually developed using a combination of composited imagery and a custom-built 3D cruise ship sandcastle, creating a distinctive campaign visual that captured the playful yet premium nature of the Virgin Holidays Cruise offering.
