Virgin Voyages — content design

Giving cruise ships a bright new energy for Virgin

  • Text reads 'Ahoy Sailor! Welcome to an irrestible adult-by-design experience at sea where tranquility meets curiosity.

    Cruises, but cool

    I worked on a proof of concept site to launch the brand new Virgin Voyages.

    They needed to break the stuffy, old pre-conception of cruises in order to attract a new, younger audience. My copy injected energy, vitality and more than a pinch of cheekiness to surprise and delight as well as break down a stereotypical view of cruises.

  • The text reads 'RockStar Suites. Suite dreams are made of this.'

    Suite dreams are made of this

    Virgin needed to build on their reputation in the US by bringing in the brand’s history in music production and air travel.
    I introduced naming conventions which echoed this legacy and added evocative touches in copy to make people smile and remember.

  • The email sign up modal from Virgin Voyages. The headline reads 'The view is unparalleled, and so are our emails.'

    Evocative copy everywhere

    Even the most functional areas of copy need a conversational tone of voice to surprise and delight customers.