We introduced an inspiring purpose for Virgin Australia: ‘to create uplifting experiences for all.’ This purpose informed our approach to evolving the brand’s identity, ensuring it resonated with the spirit of rejuvenation. The resulting design system is a sensory, emotive celebration of flight, designed to elevate the experience at every touchpoint. Central to this is the tailfin symbol—a constant reminder of flight, offering a window into the wonders of travel and infusing the brand with vitality. Drawing inspiration from the hues of dawn and dusk skies, we introduced a fresh gradient and an expanded color palette to bring warmth and vibrancy. The design ethos reflects Virgin Australia’s unique charm and playful spirit, steering clear of corporate stiffness or formality. Instead, it embodies a sense of lightness, flexibility, and freedom, capturing the distinctive energy that defines the Virgin brand.
