A new global platform for the world’s biggest health club brand.

We’ve been working with Virgin Active to evolve their brand identity and redesign their website. Over the years, Virgin Active have made a name for themselves by offering a huge amount of choice in each one of their clubs. But choice can be overwhelming.

This new site had to do justice to the variety of classes and technology that a Virgin Active membership brings, but also make sure that everything was as slick and easy to navigate as a specialist gym or app.

Active in

The starting point was the homepage. Clubs are at the heart of the Virgin Active offer. But we also wanted to acknowledge that they weren’t the be-all-and-end-all when it came to being active. The search lets people get to their local club faster, by entering anything from their post code to their nearest park, and in time might point to other active options outside of the club.

A home for members

As well as having to appeal to new recruits, the site also had to help members browse and book classes and coaching in the most simple way. Once they’ve logged in, members can have all their info in one place and keep track of their classes, passes and more.




Virgin 4 Up

Working on their core

The design elements that made up the templates changed too. We moved them away from their current world of red, white and black, introducing a warmer more approachable palette of pinks and purples. That gave red a role - rather than being the default colour, it became the highlight colour, with purpose for headlines and buttons. We also created a suite of icons and illustrations that punctuate the site and pull out key information.

Virigin Case Study Images Virgin Icons

App design

The members’ app is the quickest and most simple way to book classes, get info and get the most out of memberships. We designed the look and feel in tandem with the site to make sure they felt one and the same.




Stretching social

We built a design system that could work across social. Its core needed to be consistent with the rest of the digital brand, but it also needed the ability stretch its legs in places too.

Virgin Toolkit