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Virgin Australia’s Velocity Frequent Flyer program rebrands

Virgin Australia has refreshed its branding for the Velocity Frequent Flyer program after 11 years.

Created by brand and design partner Hulsbosch, the new branding includes a redesign of the member welcome packs, member cards, brochures and luggage tags.

The new branding features a purple backdrop as well as new packaging and design for its frequent flyer cards with matte finishes.

Velocity will now offer new premium services and benefits such as earning points on pet and travel insurance when flying with pets.

Hulsbosch, the agency behind the airline’s major re-brand, was tasked with creating a brand which aligns with all elements of the business as it evolves across Australia and New Zealand.

The agency has also implemented an internal integration and engagement process for the business and created an extensive brand guideline portfolio.

Clare Bailey, head of account management as Hulsbosch said Velocity needed “beautiful, elegant and simple solutions” to showcase the brand.

“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,” Bailey said.

The new branding has commenced for sales and marketing, including social and print advertising.

It will be integrated into digital later this year.

Hulsbosch Credits:

  • Hans Hulsbosch, Executive Creative Director
  • Jaid Hulsbosch, Director
  • Clare Bailey, Head of Account Management
  • Benni Weller, Design Director
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