Signature Work · 2020
Virgin Voyages
Sonic Brand Identity & Entertainment Platform
Virgin Voyages set out to establish a new global standard for cruising. In reconsidering every aspect of the ship and the cruise experience from the ground up, Virgin Group challenged L’Acqua Agenzia to develop a fundamentally better music experience for everything associated with the Virgin Voyages brand.
Proprietary Sonic Identity
Playing to the Virgin brand’s iconic roots in music, L’Acqua Agenzia created a groundbreaking proprietary Sonic Brand Identity, uniquely Virgin, built around sounds that are timeless, flexible, powerful, energetic, and emotive.
50+ Curated Zones
More than 50 distinctly curated zones on the ship, each with two to three different day-parted styles. The result is a cinematic sonic storyline from the moment a sailor decides to embark until they return home.
Entertainment Ecosystem
Building on the sonic foundation, L’Acqua Agenzia developed the tonality of each area, from lighting schemes to styles of dress, and built the entirety of the brand’s entertainment proposition including DJ and live music programming.
Brand Partnerships
The identity served as the foundation for significant ancillary brand partnerships that amplify the Virgin Voyages brand at scale, both on ship and off.
L’Acqua Agenzia created a vastly deeper and more impactful music-centric brand tenet, one that enhances the experience of every sailor who engages with the Virgin Voyages brand. The Sonic Brand Identity became the foundation upon which Virgin Voyages could build every extension of its brand world, informing the development of a self-sustaining entertainment ecosystem that markets the brand in innovative ways.
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