Pitch Screens together with LBi London
Flying Virgin means actually looking forward to eight hours in a chair between London and New York. It means wanting to speed up the check-in process so as to get to the fun stuff sooner. It’s about booking for experience, not for class. It’s about checking in and chilling out.
The use of full-bleed imagery plays off that boldness, and makes the page look good even when viewed from three meters away. A killer for today’s open-plan office environments.
The main navigation was turned into a journey-based system that clearly matches the stages of your trip. All content that isn’t either core to the proposition or information you need to get on your plane was taken out. All of the important details were collated into coloured fields that float above the main images. We deliberately went away from the much-overused translucent buttons, and instead focused on solid patches of the brand colours.
We injected attitude and pace into the copy, while allowing the fun side of the brand to shine through with some tongue-in-cheek humour. And we made interaction design as important as the way the final pages look.
CT: Magnus Larsson (CW) and Gonzalo Azores (AD+D)
CD: Laura Jordan-Bambach
Pitch screens photography from Flickr