In 2021, Virgin Australia had just come out of voluntary administration. Consumer confidence was down, internal culture was rattled and the brand was weakened.

Special was tasked to help revive the business and reposition and transform the brand. We gave Virgin Australia an inspiring new purpose ‘to create uplifting experiences to all’ and as part of that we looked at how the brand's identity could be developed to reinforce and reflect this.

The design system was created to be a sensorial and emotive celebration of flight - lifting you up at every turn. At the heart of it all lies the tailfin device, an ever present symbol of flight offering a glimpse into all that is wonderful about travel; ensuring our brand always exudes energy and vitality. We were also inspired by the hues of the sky at dawn and dusk; this manifested with both the introduction of a new gradient and also a refreshed colour palette.

The design ethos mirrors the distinct charisma and playful spirit of the Virgin Australia brand. Far from stiff, corporate, or cold, it exudes a sense of lightness, flexibility, and freedom.