The Jupiter Drawing Room (Cape Town) has been brought on board by Virgin to develop a conceptual approach and way forward for the for the global brand’s expression. The work was awarded after a four way pitch against three other international agencies. The Jupiter Drawing Room (Cape Town)’s design team has been much awarded. However, Virgin management stressed that the agency had not won the work purely on its credentials, but also on the innovative and highly collaborative approach to the brief that it proposed.
The work will span several months, culminating in new visual guidelines being developed by Jupiter, which the brand and their agencies world-wide can reference and implement across all of the Virgin companies.
For several months in the lead up to the brand guidelines being created, Virgin creative partners and employees from around the world will be participating in a crowd sourcing exercise where they contribute their submissions on their understanding of the brand, and how it manifests itself across touchpoints.
Kicking this process off, a handpicked team of global Virgin creatives flew into Cape Town to participate in a weekend-long creative boot camp, facilitated by Jupiter and Interactive Africa, organizers of Design Indaba. During this weekend they participated in a number of break-off sessions and workshops aimed at creating a collaborative vision for the identity for the brand.
As part of this process, five sensory experts were brought in to inspire and lead the creative process. The sensory experts are:
- Andrew Shoben (UK), creator of The Clockwork Forest and sound artist
- Sissel Tolaas (Berlin), founder of The Re_Search Lab for research on smell
- Joel Gethin Lewis (UK), creator of ’24 Hour Music’ and ‘Hello Cube’, who led the workshop on sight
- Marije Vogelzang (Netherlands), developer of experimental restaurants and creator of food rituals
- Willem Boshoff (SA), artist and druid who led the presentation on touch
To view a video of the bootcamp, click here.
Following the boot camp, Jupiter will spend the next few months working off the content and insights created by the ongoing collaborative process to develop the new approach for the Virgin brand across all markets and sub brands. The result will be a ‘living’ visual guideline, which will live online and which is constantly curated.
The Jupiter Drawing Room (Cape Town)’s design team has won multiple accolades, including in the last two years being ranked by D&AD as one of the top ten design agencies in the world; the second best performing agency at the One Show Design Awards; the most awarded design agency at the Loeries; and AdReview’s Design Agency of the Year.
The Jupiter Drawing Room (Cape Town)
Black River Park
Phone: 021 442 7000
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The Jupiter Drawing Room (Cape Town) opened its doors in 1994 with a staff complement of five and a vision to form a business that was known for its creativity and remarkable work. Today the agency that has grown to be the second largest in Cape Town and awarded globally and locally for its creativity.
The agency offers a truly integrated approach. Along with above-the-line creative and execution, the business includes a globally awarded design team; in-house strategy and consumer insights; channel planning; and a burgeoning PR offering. Digital is integrated throughout.
Over the years the agency has built up an impressive body of work and awards success. In 2010 The Jupiter Drawing Room was named joint Agency of the Decade and in 2011 Jupiter (Cape Town) was named Cape Agency of the Year and Design Agency of the Year by AdReview.
The agency name comes from an obscure Guy de Maupassant short story. In a country house in Normandy, France, Madame Tellier and her young ladies ‘entertained’ the local tradesmen downstairs. The local dignitaries however, had a special room set aside for them on the first floor: The Jupiter Drawing Room.
When the agency was founded its philosophy was enshrined in the expression Rem tene, verba sequentur. (Grasp the subject and the words will follow).