Visa has launched a rebranding campaign in an effort to remind everyone it is not just a plastic card but a payment network, via Wieden+Kennedy.
Visa’s latest ad campaign, ‘Meet Visa,’ sets out to redefine the 60-year-old brand.
The campaign, directed by Malik Hassan Sayeed, aims to emphasise how Visa serves as a digital money network for small business owners, everyday people and anyone in between – all over the world.
While the Ad did still feature the iconic plastic Visa card, it also emphasised the digital way users can pay – wherever they are, “Visa, a network working for everyone.”
Vias also debuted new visual brand identifiers that were created in partnership with global brand design firm Mucho. The new visuals feature brighter colours, a custom font and an updated brand symbol and they are designed to maximise digital impact.
The rebrand comes after the COVID-19 pandemic has pushed people worldwide to embrace a cashless society.
The Drum reported that Visa’s executive vice-president and global chief marketing officer, Lynne Biggar, said: “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallets, 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.
“With the world reopening and 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.”
The first commercial is set to premiere during the Toyko Olympics and international rollout will continue from there.
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