The Virgin Active brand has always aligned itself with innovation and risk-taking. Producing a beautiful, distinctive and easy to use site was only half of the challenge. Lisa was part of the team tasked with rebuilding the Virgin Active digital experience, setting the foundation for its online future. Creating a digital brand platform that brings together multichannel content publishing, a forward thinking responsive site with a refreshed brand look, a whole host of new premium rich content, as well as a member’s app that enables class bookings on the go.
The Virgin Active brand has always aligned itself with innovation and risk-taking, yet their digital offering had fallen short of their own high standards. Not only was there scope to optimise their sales online, but the client was also missing opportunities to support their member’s fitness goals with a digital platform.
Producing a beautiful, distinctive and easy to use site was only half of the challenge. Being tasked with rebuilding the Virgin Active digital experience, setting the foundation for it’s online future was a perfect brief. With a new CMS at it’s heart, VML created a digital brand platform that brought together multichannel content publishing, a forward thinking responsive site with a refreshed brand look, a whole host of new premium rich content, as well as a members app that enables class bookings on the go.
Let's face it, as a result of responsive web standards, most modern websites look alarmingly similar. Everything is overrun with rectangles, large images and simplicity a plenty.
With the Virgin Active relaunch, we not only managed to overcome some of that blandness, but we were able to evolve and influence the offline brand language with our digital first approach. The designs was highly kinetic, relying on a combination of bold design, HTML 5 animation and video to inspire and guide our user down the beautiful, long narrative pages.
