Strategist

Thoughts

An Exploration of Branding, Design and Cultural Trends

Banana Republic meets Virgin America

It's always good to take note of how other industries work through the creative and strategic process. This video is a perfect example. Virgin America teamed up with Banana Republic to refresh Virgin America's 4+ year old uniforms. In the video, we see the strategic thinking behind the process. The design team is given the task to create within a very specific set of parameters - uniforms that are stylish, comfortable, instantly recognizable as the Virgin America brand and are modern but classic enough to remain relevant years from now. They also need to factor in how the wearer will experience the outfit going through security or how the outfit will look on various body types. And through all this, need to make sure the outfits retain some of Banana Republic's character. Naturally, there were post-its involved.