Virgin Active Site Redesign

Whilst I was at Feed we were invited to pitch for the redesign of Virgin Active’s website.

We created 3 routes which were all based around improving the journey through the site and pushing users to key actions.

We wanted to encourage prospective users to research clubs and memberships with the end goal of visiting their local club to join and also give members easy access to popular actions such as booking classes, club info and guest passes.

Our initial research began by visiting clubs as new prospects and as active members.

We then analysed key data and created personas and user journeys. From this we created low fidelity wireframes.

The designs included below are a selection of pages from the 3 routes.

This design is deceptively simple, but the expert use of negative space and minimal copy allows the imagery to shine.

The modular design is hugely flexible and future-proof – it can showcase numerous offers and content ideas.

This route asks the user to consider innovation: can their fitness club keep up with VA? Do other fitness clubs measure up to VA?

This design features live, personalised statistics in motion and a parallax scrolling mechanism to make the page feel live and dynamic. The visual language is constantly in motion.

This route gives the prospect and member an in-club immersive experience as soon as they visit the home page, leaving them with the impression that VA is a premium, exclusive lifestyle club.

Modules featuring cinemagraphic or video treatments on the homepage and club page bring the experience to life.


  • Role Creative Director

  • For Feed

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