Coley Porter Bell has created the brand identity for a range of credit cards to be issued by Virgin early next year, the empire’s first foray into the £84bn credit card market.
The Virgin Card will be the first product from Virgin Money, a new financial services company that will be created out of a merger between Virginmoney.com and Virgin Direct in February 2002. Virgin Money has been branded by in-house design teams from Virginmoney.com and Virgin Direct.
The Virginmoney.com identity was created by Start Design while the Virgin Direct identity was designed by its in-house team.
The in-house teams have also designed all communications in support of The Virgin Card, including a website and marketing materials. However, the designs by Coley Porter Bell have led the look and feel of that work, according to Virgin Direct marketing manager Gordon Maw.
‘The work by Coley Porter Bell has set the tone for the design of the website and literature. It was briefed to come up with something incredibly striking, which it has done. It is not easy to produce something different in the credit card market.
‘Customers will be able to choose which design they want,’ says Maw.
The consultancy was given ‘a fairly loose rein’ in terms of having to adhere to Virgin brand guidelines, Maw adds.
The cards have been branded Virgin on the front and Virgin Money on the back, says Maw.
Virgin has not announced how many cards will be included in the range, or exactly when they will launch, but the product will ‘give a backstage pass to the world of Virgin’ with offers on all of Virgin’s core products and services.
Coley Porter Bell won the work following a strategic pitch in July.
The consultancy refuses to comment on any aspect of the project.