Work
Services
Art Direction
Branding
Campaign
Digital
Environmental
Merchandise
Role
Senior Designer
Studio
Leo Toronto
This concept explored how Virgin Plus could create a brand that felt more connected to everyday life. The challenge was to stand out in a crowded telecom market while making the idea of flexible, affordable connectivity feel simple and approachable. Built around the idea of “Live Plus,” the concept celebrates the small ways people are always looking to do a little more, whether that's staying connected, trying something new, or making more room for the things they enjoy. Rather than promising a complete lifestyle transformation, the idea focuses on the everyday moments where a little more can make a difference.
The visual identity was designed to work across a range of touchpoints, from retail and product to campaign applications. A flexible typographic and graphic system gave the brand room to adapt while maintaining a consistent look and feel. Photography brought another layer to the identity, focusing on natural, everyday moments and a range of people and experiences rather than overly polished lifestyle imagery. The proposed direction brought these elements together in a brand concept that felt approachable and energetic, with a visual system designed to carry the idea across different environments.
Studio