Virgin Holidays and Virgin Atlantic historically operated as two distinct companies and brands. M+C Saatchi Consulting, was approached to unite the two distinct identities under one powerful, cohesive brand vision. We tested different architecture scenarios between the brands across their key touchpoints, using this stimulus to explore the reactions from customers and key internal stakeholders. What we uncovered was minimal risk in folding the Holidays brand under the Atlantic primary brand. Our solution was reached - Virgin Holidays would play a product-brand role in the Atlantic portfolio. The output was full activation guidelines that advised the team on when & how to use the two brands across all consumer touchpoints – from identity to website to retail spaces.