An award-winning getaway
worth writing about.
Brand
Virgin Voyages
Year
2025, 2026
Role
Creative Direction, Integrated Campaign Design, Brand Systems, Cross-functional Collaboration
With Love From was a fully integrated brand campaign, developed by me as the creative platform for Wave Season, the cruise industry's most important annual booking period. Designed to evolve Virgin Voyages from a disruptive challenger into an emotionally resonant lifestyle brand, the campaign unified every major customer touchpoint while driving significant growth in brand awareness, engagement, bookings, and revenue.
With love from …
…is a campaign draped in nostalgia and old-school elegance, with a bit of cheek. It's an homage to the lost art of letter writing, a slower, more intentional expression of longing and connection. It's also a promise to Sailors that Virgin Voyages will provide experiences — both onboard and in the destinations it visits — that move them to put pen to paper.
Business impact
#1 in Search Engagement across the cruise category during launch, outperforming major competitors
Drove +56% year-over-year revenue growth and +36% year-over-year booking growth.
Generated the highest-performing seven-day TV campaign in Virgin Voyages' history, driving approximately 418,000 new branded searches during its initial flight.
In addition to driving commercial performance, the campaign strengthened overall brand health, contributing to 57% brand awareness and 35% active brand consideration, reinforcing Virgin Voyages' position as one of the fastest-growing brands in the category.
Postcards from …
To support the campaign's scale and breadth, I developed a secondary messaging platform, Postcards From, as a natural extension of With Love From. While preserving the campaign's core themes of nostalgia, romance, and human connection, it provided a flexible framework for more precise location-specific storytelling across marketing channels—allowing the creative system to scale without losing consistency.
Typography
Expressive scripts paired with refined editorial typography inspired by handwritten correspondence.
Color
A neutral foundation with bold accent colors for warmth, contrast, and flexibility. Inspired by the destinations Virgin’s lady ships visit.
Graphic Language
Postcard borders, stamp-inspired graphics, handwritten notes, and layered shapes.
Photography
Editorial imagery celebrating authentic moments, destinations, and the romance of travel.
At its heart, With Love From was about emotional consistency. Whether experienced through film, digital, social, CRM, onboard moments, or print, every interaction reinforced the same feeling: that every voyage was a story worth writing home about.
WLF 2.0
Following the success of the original campaign, With Love From returned as the creative platform for the Wave 2026 season. Rather than reinventing the concept, we strategically evolved it—refreshing the visual system, expanding the narrative, and introducing the hero line With Love From the World to reflect Virgin Voyages' growing global footprint. The campaign also introduced a creator partnership with Quyen Mike, whose storytelling shifted the narrative from first-person correspondence to an observational perspective, adding a fresh dimension while preserving the emotional heart of the original campaign.
