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project -
VIRGIN ACTIVE CRM
Client -

VIRGIN ACTIVE

CREATIVE DIRECTOR - SEB KOSEDA
agency -

FEED

Art direction that lives up to the goals of the brand and it's audience.

Virgin Active has established itself as the gym that makes getting active effortless. To meet the elevated expectations of its members, whilst at Feed, I worked closely with the marketing team to art direct and design a CRM system as innovative and bespoke as the clubs themselves. By coupling design with tech, the new platform demonstrated genuine, personal engagement at scale. Results showed a big rise in club participation and retention to match.

Whilst heading up the Creative for the virgin active account we saw customer engagement increase by 270% in 6 months, owing to our renewed, highly personalised, premium and playful comms that reflected the brands core ambitions.

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Three Virgin Active web pages: left shows woman cycling indoors with text 'How will Virgin Active make you feel?'; center shows woman in yoga pose with text 'Yoga for Every Body'; right shows swimmer in pool with text 'Take the Plunge' promoting swim coaching.Three smartphones displaying Virgin Active fitness app screens: left with cycling class and booking option, center with yoga poses and class info, right with swimming training and crash course details.Woman lifting a kettlebell with determination, next to three smartphones displaying Virgin Active Mansion House app screens.White tablet displaying a website with an underwater image of a swimmer and the text 'DIVE DEEPER' on screen.Smartphone screen showing Virgin Active app with message 'IT STARTS TODAY' with 'TOMORROW' crossed out, and details for time, date, and location for a meeting.Website homepage showing people in a spin class with text offering a two-month free membership for signing up with a friend and sections for equipment, classes, personal trainers, and families.Hand using index finger to tap 'Go' button on a smartphone screen with Virgin Active Finger Sprint app.Vertical webpage layout showing a swimmer diving deeper underwater with sections for underwater, aqua classes, aqua zumba, and hydro, each with descriptive text and booking options.