40th Anniversary Identity // Virgin Atlantic // 2024
I played a leading role in the design and rollout of the Virgin Atlantic 40th Anniversary identity, helping to create a visual representation of the brand’s legacy and future. The original ‘40’ silhouette was designed by the talented Toby Tinsley, setting the foundation for this iconic milestone. To complement this, I hand-drew the ‘th’ to perfectly match the Virgin script font, ensuring the elements came together in a cohesive and dynamic way. I meticulously refined the colours, gradients, shadows, and tonal values of the design, ultimately crafting the final 40th Anniversary lockup. This lockup became the cornerstone of the entire creative campaign, used across every touchpoint from digital assets to physical installations.
Additionally, I had the unique opportunity to collaborate with aircraft engineers to design the livery for the Virgin Atlantic 40th Anniversary plane, which was proudly showcased at the Farnborough International Airshow. This was a thrilling challenge that required refining and expanding the original design to ensure it worked seamlessly on the Airbus A330-900, blending artistry with engineering precision.
In addition to designing the core 40th Anniversary lockup, I played a crucial role in curating and expanding the visual identity to ensure it resonated across a wide range of assets and applications. This involved developing the secondary patterns and refining the overall visual language, ensuring it maintained consistency while also allowing for creative flexibility.
The identity was rolled out across an impressive range of touchpoints, each requiring thoughtful adaptation of the design elements to create a cohesive yet dynamic experience. For the 40th Anniversary Summer Party, the identity came to life through event signage, promotional materials, and digital displays, infusing the celebration with the spirit of Virgin Atlantic’s legacy and future.
The sheer number of assets the identity spanned was vast, but by carefully curating each piece, we ensured that the 40th Anniversary identity worked cohesively and flexibly, from grand celebrations to intimate, everyday encounters. Each element reflected the heritage and excitement of Virgin Atlantic, creating a visual narrative that engaged both long-time customers and new audiences alike.
The OOH advertising campaign was another important channel, where the identity needed to stand out in large-scale installations while still conveying the brand's iconic style. I worked to ensure the anniversary cards, badges, trayliners, and other small-scale items maintained the same attention to detail, allowing the design to shine on everything from in-flight materials to customer giveaways.
The Mile High Tea boxes and accompanying Food & Beverage items saw the identity translated onto everything from tea packaging to food containers, ensuring that every detail matched the overall aesthetic of the anniversary campaign.
Virgin Atlantic // 2024
Designing the label for the Virgin Redhead cocktail can was an exciting opportunity to create a visual experience that matched the effervescence of the drink itself. I led the design of the bubbly background, carefully crafting the fizzing, sparkling effect to evoke the feeling of a refreshing, lively cocktail. The goal was to make the label as enticing as the drink it represents, capturing the vibrant spirit of Virgin Atlantic’s global flights and ensuring it was a treat for the eyes before the first sip.
Journeys Happen Here | Facebook | 2019
A portable ‘Event in a Box’ toolkit, complete with designed assets to build ‘Journeys Happen Here’ pop-up events across Europe, building on foundational work with an emotional stake around why people travel.
Digital & 2D Design
‘Journeys Happen Here’ x Facebook Lockup Design • Complete Brand Guidelines • Sourced Image Library • Signage • Posters • Menus • Agendas • Event Badges & Lanyards • Table Tents • Name Place Cards • Window Vinyls • Banners • Large Format suggestions • SWAG • Uniform • Splash Page Design • Save The Dates • Activation Ideas
GuestHouse Hotels | No.1 York, No.15 Bath, No.42 Margate | 2022-23
GuestHouse is an independent hospitality group created by the Guest brothers who together have a love of creating one-off, wonder-filled hotels. Home to relaxing suites and bedrooms, heavenly spas, and never-tried-that-before dishes, the hotels have a few things in common, but always guarantee their own unique charm varied by the cities they're a part of. Using brand guidelines and assets produced by branding agency &SMITH, I led the roll out of all design assets and production across the entire hotel group.
Print & Digital Design
Directories/Newspapers • Digital Campaigns • Email Assets • Social Graphics • Press Releases • Website Pop Up Ads • Supporting Print Collateral • Stationary • Email Signatures • Guest Journey Maps • Internal Comms • Digital Press Invites • GIFs • Menu Design • Press/Influencer Boxes • Postcards • Print Ads • Digital Ads • Signage • Marketing Activations • Hoarding • Cargo Bike Wraps • Merchandise • Handbooks • Pull Up Banners • Gift Vouchers
Pearly Cow | GuestHouse | 2023
The owners of GuestHouse launched the restaurant group Pearly Cow in March 2023, starting with the York location, closely followed by Margate in July 2023. Pearly Cow is a restaurant that cooks over charcoal-fire for flavour with the best cuts of British meat and seafood. Using the brand guidelines and assets produced by branding agency &SMITH, I led the roll out of all design assets and production across both restaurants.
Print & Digital Design
Digital Campaigns • Email Assets • Social Graphics • Press Releases • Website Pop Up Ads • Supporting Print Collateral • Stationary • Email Signatures • Guest Journey Maps • Internal Comms • Digital Press Invites • GIFs • Menu Design • Press/Influencer Boxes • Postcards • Print Ads • Digital Ads • Signage • Marketing Activations
Centres & Funds | IPPF | 2021 [PITCH WORK]
The International Planned Parenthood Federation is a global non-governmental organization with the broad aims of promoting sexual and reproductive health, and advocating the right of individuals to make their own choices in family planning. IPPF were launching their ‘Centres & Funds’ campaign and were looking to build upon their existing brand guidelines to create a new identity for the ‘Centres & Funds’.
Digital & 2D Design
Web Page Visuals • Map/interactive hub visuals • Ideas for potential new lockups • Brand Identity
W Comms | GLO
glo TM is a new alternative smoking mode compared to traditional conventional cigarettes. Working alongside a PR agency, the brief was to design a unique and innovative invitation for a bespoke dining experience in Milan, that would be symbolic of the 'rituel gastronomique'.
2D Design Concepts
Invite Concepts • Save The Date Concept • Researching/Sourcing Packaging Options
88 Oaks | Hilton Hotel | Raleigh, NC USA
88 Oaks, located in the Hilton Hotel Raleigh Midtown serves familiar food presented in a fun and modern style, using local ingredients with a regional flair. The restaurant was undergoing a rebrand to prepare for their summer launch and wanted to rejuvenate the look of their menus - specifically highlighting the symbolism of the leaves in the history of the land and authenticity of the region.
2D Design
Menu Redesign • Relaunch Save The Date Invitation • Relaunch Marketing Collateral
