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Virgin voyages

Branding, Concept, UX, Website


For 6 months I was embedded in a huge team of designers and UXers, creating a new brand for Richard Branson’s cruise line start up.  

One of the many challenges of creating and writing for a new brand is realising the point at which you’ve hit on a tone that actually stands out. A new and different voice, that makes people stop, read and listen. 

Same voice, different conversation.

Even more challenging was the need to make this voice work across consumer and business platforms. The consumer voice is cheeky, and directly targeted at a very specific group. Puns take a leading role, but not so many you start to feel green around the gills.


The brand’s still mostly under wraps, but here’s a little taste of the B2B travel partner site, First Mates.


I was tasked with taking the brand voice and creating something unique from it that would work for the B2B travel partners site. What would make the type of agent who gets the brand, want to sign up and register?

I flew to Miami for a week-long workshop to find out. (Yes - really!)

And I’m thrilled to say the sales team were bowled over with the end result.