The brief required a rebranding of the Virgin Atlantic Flight + Hotel offer. Perhaps the most challenging aspect was its target audience, working not towards a demographic but an attitude proved to be a difficult obstacle to navigate. Arriving at a solution that would appeal to such a wide variety of tastes and preferences meant finding research that dissociated itself from age, gender or ethnicity.
Interviews were conducted with avid travellers and thorough research was performed that investigated the latest trends and services in the travel industry. It quickly became apparent that consumers wanted less choice presented to them when booking their holiday and an experience built around a mobile device was preferable.
Looking at existing services I found that there was an overwhelming amount of information presented to consumers at every step of the booking process. Not only was there too much choice with regards to destination and travel options but sites were littered with images, reviews, social icons, buttons, exclamation marks and so on. These assets were constantly present, visually suffocating you with information. This became the jump off point for the solution; a booking service that would eliminate this surplus of content and an identity to reflect that. The key was simplicity, taking only the bare necessities into the app and then presenting consumers with only three options at any one time throughout the booking process. This minimalist approach is paired with an identity that mirrors the ease of the service whilst embracing the Virgin Atlantic sense of adventure, optimism and inclusion through movement and colour.