Agency: The Jupiter Drawing Room (Cape Town)
Background: The Jupiter Drawing Room (Cape Town) has been brought on board by the Virgin Group to develop a conceptual approach and way forward for the for the global brand's expression. The work will span several months, culminating in new visual guidelines being developed by Jupiter, which the brand and their agencies world-wide can reference and implement across all of the Virgin companies.
For several months in the lead up to the brand guidelines being created, Virgin creative partners and employees from around the world will be participating in a crowd sourcing exercise where they contribute their submissions on their understanding of the brand, and how it manifests itself across touchpoints. Kicking this process off, a handpicked team of global Virgin creatives flew into Cape Town to participate in a weekend-long creative boot camp, facilitated by Jupiter and Interactive Africa, organizers of Design Indaba. During this weekend they participated in a number of break-off sessions and workshops aimed at creating a collaborative vision for the identity for the brand.
Following the boot camp, Jupiter will spend the next few months working off the content and insights created by the ongoing collaborative process to develop the new approach for the Virgin brand across all markets and sub brands. The result will be a 'living' visual guideline, which will live online and which is constantly curated.