Virgin Experience Days has revealed a new visual identity and brand platform, Gift Anti-Ordinary, developed through a 12-month partnership with global brand agency Further (previously DesignStudio).
The rebrand is grounded in research into gifting behaviours, around the insight that connections are strengthened when people “break from the ordinary”.
The move coincides with the appointment of Danni Rush as CEO across Virgin’s gifting businesses, which include Virgin Experience Days (UK), Virgin Gifts (US), and Virgin Incentives.
“By aligning the brand globally around one core idea, we now have the clarity, energy and ambition needed to inspire millions worldwide to shake up their routines,” said Noel Eves, CMO at Virgin Experience Days.
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As part of the global alignment, the US business has rebranded from Virgin Experience Gifts to Virgin Gifts. Virgin Experience Days will maintain its current name in the UK, with plans to transition to Virgin Gifts in early 2026.
The launch is supported by a multi-channel campaign, also called Gift Anti-Ordinary, produced by long-standing Virgin partners Space City and directed by Sebastian Gray of DreamZero AI. The campaign will run across TV and streaming platforms in both the UK and US.
Richard Swain, principal at creative agency Further New York, said “This work marks a defining moment for Virgin Experience Days and Virgin Gifts. By tapping into a nascent but high-potential gifting culture – particularly in the US – we’ve unlocked a platform that gives both the brand and business real momentum for the future.”
More launches are planned for 2026, including gift reminders in the UK and a new loyalty scheme offering exclusive benefits.
