A proposed Art Direction template and Key Visual for the Virgin Active Red brand.
This was merely the concept used to sell the look & feel of the template. This implies that images & lines can be changed to push any message that would work best for the brand at any given moment.
"Amandla Ngawethu" - Inspired by the political backdrop of South African politics,
the translation of the phrase is "The Power/Strength is Ours".Virgin Active Red has
all the right equipment needed to get the power/strength back.
With Women having been less empowered for a long time both here in South Africa and Globally. The line not only speaks to Virgin Active Red having all the equipment needed for one to get to their peak physical strength, but also alludes to Women, taking back their power.
Inspired by the political backdrop of South African politics, the line not only speaks to Virgin Active Red having all the equipment & classes needed for one to get to their peak physical strength but also to the comradely approach that comes with joining any movement.
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