Virgin Australia

Virgin Australia
Virgin Australia

A rebel takes flight

As a staple in the Aussie skies for over 20 years, Virgin Australia had cemented itself as the more accessible and relatable airline than its classically serious flying kangaroo rival. Attracting a broader, more diverse range of customers, the brand was (dare we say it) flying. Then Covid-19 hit. Grounding its fleet, almost for good.

We’re bringing boldness back

With new ownership, came new opportunities. And so Virgin Australia engaged XXVI to craft and then apply a new and holisitic Brand Voice to help them reconnect with their base, grow their market share, and come back from the brink — bolder and better than ever.

The rebel has returned

Whilst the brand had matured over the years, research showed that Australians wanted the famous Virgin energy and cheekiness back. From here, XXVI crafted a unique set of values and Brand Voice traits that provided their heritage tone with more structure and purpose. Giving it the energy, longevity and flexibility to work across their whole scope of internal and external communications.


What followed was a distinctively ‘Virgin’ Virgin Australia Brand Voice. One that harks back to it’s bolder past to create communication that people actually pay attention to, from charming flight delay emails (it’s possible) to cheeky destination headlines, and literally everything in-between. A strategically powerful reset that’s been vital in helping Virgin Australia transition from survival mode amidst the anxiety and unpredictability of Covid, into being a delight to fly with once again. – xxvi

What’s in a name?

Chances are you’ll never know.

In an airport near you, there’s a nondescript door, in a nondescript corner of a nondescript departure’s hall. Beyond it is a world most of us can only dream of. An exclusive space for very important flyers. Where everything is taken care of, seamlessly. It’s Virgin Australia’s exclusive club. And our job was to give it a very memorable name.

A peek behind closed doors

Virgin Australia (VA for short) emerged from the pandemic with a new lease on life. And a bold transformation strategy. One that saw them make a hefty investment in the products and services guests told them they love most.
This project was a significant milestone in that journey. And part of a raft of changes happening right across the board.

Landing the perfect name

We were tasked with renaming ‘The Club’ to align with Virgin Australia’s new brand framework, strategy, and bold ambitions for the program.
The name needed to be original, flexible and capture the essence of the offering while evoking a premium yet uniquely ‘Virgin’ feeling.

Welcome to Virgin ‘Beyond’

A whole new world of luxury. All highly personalised, fuss-free, and built around your needs.
The name epitomised Virgin Australia’s promise to provide service that’s as tailored as it is effortless. And to consistently deliver an experience that goes above…and way beyond.


Beyond was always intended to be more than just a name. Members took advantage of a whole range of exclusive benefits beyond the lounge. From bookings and upgrades to airport access, boarding, and flying.
In fact, with everything thoughtfully designed to be turbulent free and flawlessly catered to the individual, Beyond begun to embody luxury — the Virgin Australia way. — xxvi



Agency Partners

  • Hundredweight
  • Pinnacle Collective
  • Simm Design

The Arts

  • Chunky Move
  • Gondwana Choir
  • Staging Connections
  • Studio Ongorato
  • Sydney Symphony Orchestra


  • Bridgestone
  • Carsales Group
  • Drive
  • Genesis
  • Hyundai
  • Wotherspoon


  • Barker College
  • Federation University
  • Five Senses Education
  • Frensham Schools
  • iCollege
  • Navitas/ACAP
  • Monash University
  • The University of Leicester
  • The University of Queensland
  • University of Melbourne
  • University of New South Wales
  • University of Sunshine Coast
  • University of Tasmania
  • University of Wollongong

Energy, Agriculture & Infrastructure

  • AGL
  • Arcline by RACV
  • Chorus
  • Costa
  • James Hardie
  • Origin Energy
  • Plant & Food Research
  • Stanwell
  • South 32
  • South East Water
  • Transgrid
  • Transurban
  • United Malt
  • Wannon Water

Media, Entertainment & Publishing

  • Anaxi
  • Aristocrat
  • Foxtel
  • Lotterywest
  • Network Ten
  • Newgate Communications

Social & Environmental

  • Bushfire Building Council Australia
  • Containers for Change
  • Koala Life

Financial Services

  • Angle Auto Finance
  • AM Investments
  • AMP
  • Aussie Home Loans
  • Bridges
  • Chartered Accountants Australia & NZ
  • CPA Australia
  • Equifax
  • Independent Reserve
  • Insignia
  • lOOF
  • ISPT
  • JBWere
  • Kiwibank
  • Latitude Financial
  • Kiwiwealth
  • KPMG
  • MLC
  • Morrison & Co
  • NAB
  • One Two Finance
  • Pepperstone
  • QSuper
  • Rest Super
  • Set4 Life
  • Suncorp
  • UBank
  • Valiant Finance
  • Vanguard
  • Westpac NZ

Government & Enterprise

  • Australia Post
  • Barangaroo
  • Campbelltown City Council
  • Geoscape
  • Gympie Regional Council
  • Launch Vic
  • NSW Government
  • Public Works Advisory
  • Resilience NSW
  • TAC
  • Vic Health
  • Walsh Bay Arts Precinct

Insurance & Healthcare

  • AAMI
  • Apia
  • AustralianSuper
  • Australian Unity
  • Bingle
  • BUPA
  • Estia Health
  • Everyday Independence
  • GIO
  • iCare
  • Illawarra Retirement Trust
  • MIPS
  • MLC Life Insurance
  • NRMA
  • Peoplecare
  • RACV
  • Uniting Care Queensland
  • VMIA

Medical & Health Services

  • AstraZeneca
  • Australian Red Cross Lifeblood
  • Beyond Blue
  • Everlight Radiology
  • Life Without Barriers
  • Reach Out
  • Stride (Aftercare)
  • Townsville Hospital Foundation
  • Wesley Medical Research

Professional Services

  • Allens
  • Business Events Sydney
  • Business Australia
  • Clayton Utz
  • Liberty Specialty Markets
  • Australian Institute of Landscape Architects
  • Engineers Australia
  • Planning Institute of Australia


  • Avid Property
  • CBRE
  • EQT
  • Harrison Grierson
  • Hassell
  • Levande
  • PEXA
  • Ray White
  • Sekisui House
  • Stockland
  • Urbis

Retail & Consumer Products

  • Coles Group
  • Hello Fresh
  • Kelato Animal Health
  • Kennedy Laid-Law
  • Officeworks
  • Philips
  • Rufus & Coco
  • Target

Technology & Telecommunications

  • hipages
  • Intelematics
  • Nova Systems
  • Optus
  • Telstra
  • Veritec
  • Vodafone

Travel & Transport

  • Hoot Holidays
  • Jetstar
  • Qantas
  • Virgin Australia

Things we do

  • Brand voice (personality) traits
  • Brand VoiceMap
  • Brand voice rules
  • Brand voice workshops
  • Brand voice guidelines
  • Brand narrative
  • Brand messaging
  • Vision statements
  • Brand strategy
  • Creative copywriting
  • Scriptwriting
  • eDM and DMs
  • Website and social media content
  • Spoken word and contact centre scripting
  • Chatbots and AI scripting
  • Branded collateral
  • Internal communications
  • White papers and annual reviews
  • Rebranding and renaming
  • Internal brand architecture naming
  • New business naming
  • Naming facilitation workshops
  • Stakeholder management and engagement
  • Brand voice training
  • Tailored writing workshops
  • Writing exercise
  • Writing examples
  • Writing tips & tricks