More than 60 years ago, when Visa was founded, few could imagine a world beyond cash and checks. Inviting the world to ‘Meet Visa’, the global payments technology company recently unveiled the initial phase of its brand evolution, spotlighting the diverse capabilities of its network and commitment to enabling global economic inclusion.
Aligned closely with the company’s business strategy, this phase includes the debut of a dynamic global marketing campaign and a preview of a modernised look for Visa’s iconic brand.
‘People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products,’ said Lynne Biggar, Executive Vice President and Global Chief Marketing Officer, Visa. ‘We are on a mission to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward.’
Illustrating the scope of Visa’s capabilities, initial elements of Visa’s brand evolution include elements such as ‘Meet Visa’ films, which spotlight the power of the network. Developed by Visa’s global creative agency of record, award-winning Wieden+Kennedy, Visa is unveiling a short film directed by Malik Hassan Sayeed that invites the world to ‘Meet Visa,’ a network working for everyone.
Complementing this introductory film is a series of shorter digital films and photography that showcase the breadth of the Visa network working to provide access and advancing commerce for real people in real places around the world. Brought to life by some of the best and most diverse creative talent including Sayeed, Visa also worked with photographer Camilla Falquez and Argentinian directing team Pantera & Co. – Brian Kazez, Pato Martinez and Francisco Canton – to vividly capture moments such as:
– Finding flexibility in how to get paid.
– Connecting local merchants to global sellers.
– Working on a future where crypto can buy cool things.
– Helping turn side jobs into global sensations.
New Visa brand identity symbolises change. Visa has long stood for trust, security, acceptance and inclusion. These core values, in addition to the goal of enabling access for everyone to participate in the global economy, will be expressed through a modernised, dynamic visual brand identity, built in partnership with leading global brand design firm Mucho. The ‘Meet Visa’ campaign shares an initial glimpse into the evolved visual brand identity launching later this year, featuring refreshed colours for digital impact, a custom font created for optimal digital experiences and an updated brand symbol designed to express the purpose behind the organisation.
Over the course of 2021, Visa’s new brand identity will become visible in all 200+ countries and territories Visa operates in.
‘We are capturing the bold ambition of Visa with this brand evolution as a way to express what we stand for and what we strive for,’ continued Biggar. ‘With the world reopening and with money increasingly moving in new ways, there’s no better time to showcase the work we do and the impact a purpose-driven brand with Visa’s scale can have to enable individuals, businesses and economies to thrive.’
VISA
https://usa.visa.com
