When Virgin Media approached us, there was no overall visual system in place so the experience lacked coherence. We set up sessions with agency partners and internal brand, marketing, and HR teams and audited around 6,000 pieces of print and digital output. These sessions helped Virgin Media’s people to air their concerns, which in turn helped us to form a stronger picture of exactly what needed fixing. Our thoughts grew into a brief that asked three questions:

1) what was the attitude that ran through Virgin Media?
2) how could we enable them to respond quicker and in the right way?
3) how could we bring that to life in VM’s applications?

The Virgin Media attitude needed to be present in everything it did, and we worked to articulate it as open-minded, fun and generous, or ‘OMFG’. This playful acronym identified the ingredients for future briefs. They’d all be present in varying degrees, and brought the brand closer to the identity of Virgin Group, which hangs on the idea: “don’t just play the game, change it for good”.
A bit of us, a bit of you
To express the attitude, we created a flexible visual identity system. We described it as, “a little bit of us and a little bit of you”. Some direct marketing situations called for more focus on the customer, and less on Virgin Media (“more of you, less of us”); at other times, with billboard advertising for example, this balance would be reversed. We tested thinking against live, incoming briefs. This helped us keep budgets lean and refine based on real proof points.

“Wolff Olins are a hugely valuable partner. Passionate, smart, warm and committed to change for good. I enjoy working with them. No matter what challenge we face, we deliver”

Adrian Spooner, Head of Brand, Virgin Media
Communicating with focus
Virgin Media are already using their new system to communicate with more focus. They’re able to talk about themselves and what they stand for when required, and can allow their identity to be more responsive when talking directly to the customer. The business is also now able to take communications to market in a quicker and more efficient way.