Virgin Australia launches new branding for its Velocity Frequent Flyer program via Hulsbosch

Australian brand and design agency Hulsbosch has worked together with Virgin Australia’s award-winning loyalty program, Velocity Frequent Flyer, to create new-look branding for the program as well as a redesign of the member welcome packs.

Celebrating its 11th year in 2017, Velocity has been on a rapid trajectory, growing its membership base, and expanding the unique program benefits and diverse product offering. Velocity engaged Hulsbosch to create a brand refresh to align all facets of the evolving business in Australia and New Zealand.

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Says Clare Bailey, head of account management, Hulsbosch: “We’re bringing the Velocity positioning to life. They needed beautiful, elegant and simple solutions to showcase who they are.

“Bold and engaging concepts integrate Velocity’s brand values, personality and essence. The impactful design elements create a look and feel that is uniquely Velocity and leverages the spirit of the global Virgin brand.”

The Hulsbosch creative establishes clear market differentiation for Velocity’s exceptional offering and is reflective of a valued exchange between consumers, business partners and the program.

Part of the refresh included a redesign of the member welcome packs, with Platinum and Gold the first to hit the market. The new member experience for Velocity Platinum and Gold members delivers consistency with a sleek, premium redesign featured in the member’s welcome pack, member cards, brochures, luggage tags, and printed collateral. The Silver and Red welcome packs will be rolled out later this year.

To underpin the new-look brand strategy, Hulsbosch worked closely with the Velocity team to implement a process for internal integration and engagement of the business. Hulsbosch has developed an extensive brand guideline portfolio, a mini brand swatch book and internal launch video that are the cornerstone reference materials for the new design of the Velocity program.

Hulsbosch, Velocity and Virgin Australia continue to work together on creative projects and the brand development work for Velocity demonstrates how resources can support client core or subsidiary business units. 

The rollout of the new Velocity branding has commenced for sales and marketing collateral including social media and print advertising campaigns. It will be integrated into the Velocity digital experience later this year.

Agency: Hulsbosch

Design Director: Benni Weller