Putting Vigour into Victoria Virago with Distinctive Design
Posted by: REFORM Creative Limited
Date added: Tue 01 Nov 2016
Manchester-based creative design agency Reform Creative has helped launch a new health, fitness and wellness blog and YouTube channel designed to inspire and empower women.
Victoria Virago is the creation of Victoria Marshall, with the aim to share tips on living positively and actively with other women using online videos and blogs focussing on diet, exercise and lifestyle choices.
Victoria approached Reform Creative for help with launching her blog because she wanted it to work as a stand-alone website with its own distinctive feel.
Harnessing Personal Energy
“We were immediately attracted to working with Victoria because we could see how her personal energy fed into her project,” explains Reform Creative’s Director, Paul Heaton.
“We listened carefully to what her objectives were, and how she wanted the Victoria Virago brand to look, including the overall tone of the site.”
The Reform team were aware of how the site needed to appeal to its female target audience while being highly functional and easy for visitors to navigate their way through.
“The objective was to capture a strong sense of Victoria’s personality while ensuring the website fully expressed her brand values and identity,” Paul states.
Reform’s concept strikes the right balance between informality and functionality, from its pastel colour tones and script-style headline fonts to its clear, drop-down menus and clickable items.
“It was vital that the blog could be framed by a design that highlighted how it would work as an information resource, but at the same time be idiosyncratic enough to integrate Victoria’s very specific brand,” Paul points out.
The Video Element
Video plays a key role in what Victoria offers her audience, so integrating it into the site was always going to be essential.
“Video is a massive growth-area in digital marketing terms, and it enables immediate and powerful communication with a target audience,” Paul observes. “We’ve designed the site so that Victoria’s video presence is central to what she’s about.”
The result is a site with huge impact, which actively invites the user’s engagement. Victoria Marshall’s mission is to be able to offer help and advice to women, and the way that the Victoria Virago brand is expressed through the site makes it all compelling and attractive.
“In a sense, calling it a blog does it a bit of a disservice,” Paul concludes, “because actually it has all the presence and immediacy of a sophisticated digital magazine. Crucially though, it also works as a vehicle for Victoria herself, with her personality clearly stamped all over it.”
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