Liam Coulcher • Copywriter
Working with the Creative Director and Strategy Director to deliver the full brand guidelines for Virgin Atlantic’s new brand world.
My responsibility was ensuring the brand platform was tight, then going into the nitty gritty of the new TOV.
Everything was covered in-depth. Tonal pillars, tonal flex, and then loads of really fun headline creation to be used as an example for how the voice worked across Tier 1, Tier 2 and Tier 3 communications — Tier 1 would be brand-led comms like OOH, Tier 2 a bit harder working for things like CRM and social, and then Tier 3 are things like maintenance signs, in-flight entertainment, and yep, I even got to rewrite the menu for each cabin class.