RUNWAY MAGAZINE
When Virgin Atlantic and Vivienne Westwood collaborated on a new uniform for all customer-facing staff, it meant the style guide had to match the calibre of the fashion designer and show the staff how to look and feel their best every day. A quick go-to guide that featured editorials, adverts, and all the uniform roles as step-by-step guides for both male and female, along with hair and makeup grooming guides.
I scoped out the creative look and feel with vision boards and commissioned a three-day lifestyle shoot using the airline's own people. Each shot had a storyboard to ensure we captured every aspect and detail of the garments across all roles from crew, to pilots, engineers and clubhouse staff. I wanted a subtle nod to the environment the staff worked in as the backdrop for each shot. So shadows of palms for resort staff, clean white reflective backgrounds for cabin crew to match the sterile nature of the airports and make the red in the garments pop.
To give the guide an authentic magazine feel, I commissioned and storyboarded 12 still-life shots to give pace to the magazine and show off some of those key design features. I storyboarded and directed 120 packshots to sit alongside the lifestyle images and produced a ‘tool kit’ of garments in the magazine.
I designed the magazine and the page layouts to be a mixture of clear, functional, quick step-by-step instructions, with more energetic and exciting editorials and page openers. Each section has its own theme, making it easy to distinguish between airline roles and navigate the 140 pages.
Ideation/concepts and vision•Moodboards and storyboards•Print•Digital•Art direction•Editorial design•Artwork
Casting campaign•Campaign identity•Posters•Pull up banners•Signage•Entry forms•Web assets•Launch campaign assets•Screen graphics•Printed launch collateral•Flyers•Cheat sheets•Layouts and style guides•Photography• Magazine
Photography by Chilli Worldwide with lifestyle photography shot by Rhys Frampton. Uniform designed by Virgin Atlantic and Vivienne Westwood.
Imagery approved by Virgin Atlantic
