Provided art direction and design to completely revamp Virgin Active’s ageing website. Focused on differentiating Virgin from its main competitors through bespoke art direction and engaging user content. In-keeping with Virgin Active’s brand values, the website’s look and feel and persona-centric content ensures that users can easily visualise themselves in the gym environment.
Engaging, down-to-earth, scrollable content enables the user to feel like they could achieve the same aspirations as they read about. Class video trailers that focus on the sounds and ambience you experience in a class, give a more realistic interpretation of what to expect. The vibrancy and normalisation of imagery enables the user to picture themselves in the Virgin Active environment, void from typecast and prejudice.