The Edit, Brand Newsroom
Read time:
8 min
Client:
Virgin Media
Industry:
TV, Broadband
Starting point
The bread and butter of The Edit by Virgin Media is the seamless connection between our editorial email and the website. Reaching approximately 2 million customers, the email serves as a high-traffic engine that drives our audience directly to the site—a digital hub packed with the latest in TV, film, sport, and gaming. Beyond the big-screen entertainment, the site acts as a go-to resource for expert tech insights and connectivity tips, ensuring our customers stay as informed as they are entertained.
Problem solving
The Challenge: To maintain high engagement across daily articles, the content requires more than just stock imagery—it needs bespoke editorial elements that guide the reader through complex stories.
The Solution: I developed a library of modular in-line graphics and infographics designed to break up long-form copy and visualize data at a glance. Whether it’s a "What to Watch" guide or a technical connectivity breakdown, these assets are engineered to be "mobile-first," ensuring legibility and brand consistency on the small screen while driving the site’s impressive 15-page-views-per-minute velocity.
Implimentation
Beyond the daily news cycle, I design bespoke "Solus" email graphics—high-impact, standalone visuals used for major Virgin Media announcements, such as Guinness World Record competitions. These aren't just standard newsletter blocks; they are custom-built "hero" assets designed to command attention in a crowded inbox. By shifting the visual language for these high-priority moments, I ensure the creative drives immediate action and distinguishes "Must-See" news from the standard editorial run.
Results
The success of The Edit lies in its ability to function as both a premium entertainment magazine and a vital utility hub for Virgin Media’s millions of customers. This sample of work demonstrates the breadth of that impact—ranging from high-utility Icon and Channel Guides (supporting Flex, Legacy, and Stream platforms) to critical EPG and Sky channel updates. By translating complex technical shifts into clear, accessible GFX, I ensure our audience stays informed and empowered. Furthermore, my work extends beyond the newsroom to support Above The Line (ATL) advertising, ensuring a seamless visual thread between Virgin Media’s national brand campaigns and the daily editorial experience.
The Results
High-Velocity Output: Managing a design pipeline that supports 2.5 million annual page views and 1.87 million weekly email subscribers.
Sustained Engagement: Contributing to a platform performance that averages 15 page views every single minute.
Bespoke Conversion: Successfully implemented the "Solus" email system to drive peak engagement for key brand activations and high-value competitions.
