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Virgin Active Australia

Designed at Generation Alliance

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With successful health club operations in the UK, Italy, Spain and South Africa Virgin Active turned it's sights on Australia. It's challenge - to redefine the Australian gym experience by creating a more inclusive, irreverent and fun approach to fitness.

The aim was to express the Virgin personality graphically throughout the gym environment. Every opportunity was taken to challenge, motivate and even just put a smile onto the faces of club members.

As an extension to this however, we also created a members only mark that would exist on member communications. The development of this pride mark opened up new commercial opportunities to the ATC through the creation of branded merchandise.

Further to the core and member identities, Gen.a also developed the sub-brand marks to bring them under a unified identity and deliver equety back to the masterbrand.

The launch of the new brand was a great success, engaging members and the broader industry from the outset.

The project involved:
  • Strategic messaging
  • Brand adaption
  • Copy writing
  • Signage

Virgin Active
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Graphic place-making both inside and out
Virgin Active
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Lobby, Bourke Street, Melbourne
Virgin Active
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Lobby, Bourke Street, Melbourne
Virgin Active
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Graphic wallpaper
Virgin Active
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Male / female changing rooms
Virgin Active
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Studio space
Virgin Active
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Graphic wallpaper
Virgin Active
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Brand messaging throughout the gym