Visa is more than a credit card company -- and wants the world to know it.
The company is reintroducing itself as a network where everyone and anyone can be part of the global digital economy. The new brand identity, built in partnership with Mucho, is designed to symbolize change.
TV, video, and digital/OOH creative profiles real people, their businesses, and the types of Visa services they use.
As part of the repositioning, the brand logo got a refresh including a new design font, along with a darker, bolder blue to replace the previous blue. In addition, the brand symbol is composed of colors of the old-school credit card (blue, white and gold) minus the company name.
“Meet Visa,” a 60-second spot created by Visa’s creative AOR, Wieden+Kennedy, redefines Visa as a network, offering much more than credit card services to people and businesses worldwide.
Directed by Malik Hassan Sayeed, the ad features real
businesses like a rug merchant in Morocco, weavers from the Berber Village among the Atlas Mountains, and a family-run tapas restaurant in Barcelona.
“‘Meet Visa’ is a view into the promise of the Visa brand, and how providing fair and equitable access to commerce in a digital-first world can enable widespread societal benefits,” Visa said.
A series of 15-second videos show cryptocurrency in a mainstream setting; a dog walker being paid in real-time; connecting local merchants to global sellers; and the transformation of a side gig into something more substantial.
Over the last five years, Visa has invested $9 billion in technology via a diverse set of products and services that power B2B payments, cryptocurrency adoption, fintech solutions, P2P, and remittances, among others.
“Just as music artists must evolve and change over time, Visa must also continue to reinvent how we show up to maintain our relevance and establish our presence year after year with new audiences,” the company said.