Virgin Money Australia celebrated its 21st birthday with the Points Rich campaign, aimed at driving customer engagement and acquisition by giving away 21 million Virgin Money Points. This campaign marked Virgin Money’s first major brand campaign since its recent brand repositioning and refresh, making it crucial to produce industry-standard work while reinforcing a new brand identity to an unfamiliar audience.

The campaign look and feel does not deviate far from the core components of the new brand, being sure to feature pops of red in photography and relying on bold type treatment. Brand iconography was leveraged to illustrate different types of Points Rich, to demonstrate to customers the different ways they can redeem their points.

As the brand designer, my role included:

• Concept development: Worked closely with the creative team to develop a visually engaging concept aligned with Virgin Money’s new brand positioning.
• Design execution: Created a comprehensive suite of brand assets, including social media assets, storyboards, email templates, website banners, and in-app notifications.
• Art direction: Liaising with the photographer, animators, web developers and talent to coordinate and produce content across all media channels.

‍