“Play is in our DNA” became the foundation for Virgin Games’ full rebrand — a project I led in close collaboration with the art director. Our goal was to bring this positioning to life through a bold, cohesive visual identity that captured the energy, excitement, and fun at the heart of the brand. From evolving the logo to refining layouts, colour palettes, and tone of voice, every element was carefully crafted to feel fresh, playful, and unmistakably Virgin. The result is a brand experience that feels dynamic and engaging, while remaining clear, confident, and instantly recognisable.