While Richard Branson's Virgin Megastores were known for their independent spirit, they were increasingly overwhelming and confusing. As Sr Art Director of the Retail Design and Development team, my goal was to help streamline the customer experience; accommodate a growing lifestyle model and introduce innovative product presentations. This resulted in a comprehensive redesign of the 21 North American store environments, including brand identities and graphic standards and a large-scale retail graphics program. The culmination of our store design work was a new top-to-bottom prototype built in Dallas, TX.
In addition to expanding Virgin's physical presence, we moved to digitize the retailer, redesigning the e-commerce Virginmega.com. We also created Virgin's “Megaplay” digital listening kiosk, from concept and information architecture to design and user testing. This led to a sales conversion of +2% and a merit award in How Design Magazine’s 2002 Interactive Design Competition.
