We realised that the unique value Virgin Media brought to customers could be summarised in an acronym: MOJO (Maverick, Optimistic, Joyful and Open) – a shorthand for Virgin-ness. More than a brand personality, MOJO is an attitude that could be applied across every part of the brand experience, reshaping Virgin Media’s architecture in the process. This was the basis of a digital-first design system applied across everything from motion and photography to sound, taste and smell. We helped Virgin Media embed this new attitude internally, working with teams across the business to identify, prioritise and create an activation programme and supporting materials.