Virgin By Design
I am the author of Virgin By Design, a premium ‘coffee-table’ book celebrating 50 years of the Virgin brand. Collaborating closely with the Virgin Group brand team and the book’s publisher Thames & Hudson, I helped develop a content strategy to appeal to brand designers, creative marketeers and ambitious entrepreneurs. Rather than a chronological retrospective, we agreed it would be more compelling to tell the story thematically, exploring the unique characteristics that make the Virgin brand special. The process involved over 120 interviews with CEOs, CMOs and other influential individuals responsible for shaping the past, present and future of the Virgin brand – from the early days of Virgin Records and Virgin Atlantic in the ’70s and ’80s, through to present-day innovations from the likes of Virgin Galactic and Virgin Voyages. Drawing on hundreds of thousands of words of transcript, I crafted the many diverse stories into 10 distinct chapters. These explored areas such as Virgin’s ‘cheeky start-up’ mentality, the importance of taking risks and innovating, the ‘feel-good experiences’ and ‘magic moments’ at the heart of the brand, and how Virgin can stay relevant for the next 50 years. With multiple senior stakeholders involved – including Virgin Group’s chief brand officer and global CEO, as well as Richard Branson himself – my copywriting brief was to capture Virgin’s brand values, while remaining engaging and entertaining for an external audience. Fascinating archive photography, striking campaign visuals and playful commissioned illustration bring the featured stories to life. The design, by Pete Rossi at RM&CO, encourages different levels of engagement. Readers can flick through for visual inspiration, or deep-dive into each chapter’s theme. Content formats vary from bite-size captions to long thematic reads, bound-in as inserts amongst full-bleed images to maximise visual impact. Gatefolds expand the canvas at key points to do milestone campaigns justice. Virgin By Design was published by Thames & Hudson in March 2020.
