Opportunity

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.

Outcome

The campaign look and feel does not deviate far from the core components of the newly established Virgin Money Australia brand, featuring pops of red in photography and relying on bold type treatment.

Brand iconography was leveraged to create 3D icon coins, to illustrate the different kinds of redemption options on offer. The creative and copywriting teams also developed five personas such as 'Vacay Viber' and 'Milestone Hitter' to further target different demographics. These personas then linked to the 5 influencers used in the final social campaign.

A full range of assets were developed across social media, web, and eDM, including developing a small shoot in-house for bespoke applications.

Key responsibilities

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.
• Design direction: Liaised with animators, web developers and photographer to guide design outcomes and produce content across media channels.