The company rebranded from Virgin Student to Virgin D3 last summer in an attempt to highlight its youth-related rather than student focus. The company will now become Virgin D3 Field, and according to managing director James Layfield, the transformation has been in the pipeline for the last six months.
Virgin D3 Field will go head to head with other brand experience specialists such as CPM, i-D and RPM.
"The positioning is simple. We want to bring the Virgin ethos to the field marketing industry, our fresh youthful approach and a completely unique way of motivating our field staff," Layfield said.
The new name sees the introduction of a new identity with a change from the black and blue used in the old identity to a more familiar Virgin red and black. The 'd' in the logo has also changed to lower, rather than upper case. The redesign was handled by an in-house team.
The agency has a number of projects in the pipeline such as field work for Virgin Mobile at the V festival and work for HP digital imaging products.
Virgin D3 Field marks the rebrand with a new account director, Sam Tung, who will head up the technology team as account director, looking after HP and Microsoft. She reports to commercial director Sara Gil.
Clients include Channel 4, Siemens, Virgin Mobile, Intel and GSK.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .