Soaring to new heights

A journey with Virgin Atlantic

Back in 2022, I embarked on a journey as a freelance digital designer as part of the CRM team at Virgin Atlantic. I was tasked with designing email campaigns, responsive web applications and asset creation. I also played a significant role in building part of Virgin Atlantic’s Design System.

I was given autonomy and the creative freedom to conceptualise, innovate and redefine what was previously thought possible. The result? A number of overperforming campaigns that turned a 3-month contract into 20 months of consistent, industry-leading work.

ClientVirgin AtlanticProjectContractYear2022–

Design System

Email components

As an extension to the existing Virgin Atlantic Design System, I was solely responsible for creating all new and existing email components within Figma. This included variants for desktop, mobile and dark mode enabled devices.

Due to the (many) limitations within email, much of the existing functionality from the Design System had to be re-thought and re-worked to ensure compatibility across all email clients, while continuing to align with the overall look-and-feel for a consistent customer journey.





Design System

Email builder

With all components and variants published, marketing managers are now able to design and customise their own emails in a matter of minutes.

This frees up resources not only for designers – who can focus more on innovation, bespoke briefs or other tasks, but also the marketing managers themselves – with less time briefing in and waiting for design assets.

Web Apps

The perfect holiday

As an extension to CRM comms and to give customers an opportunity to interact with something fun and engaging, landing pages and web applications were often used as an intermediary between email and website.

In this case, a questionnaire-like web app which, using particular logic, would identify the perfect type of holiday for the customer. This is the working prototype I put together – have a go and see what your perfect holiday is!

Asset creation

Motion design

Among the thousands of assets created, a number of them were animated headers, banners and components. While never a requirement, my passion for clean, subtle motion, coupled with it’s increased likelihood for attention and interaction, meant it was always a consideration.