Seeking to update its image and convey to people it’s more than just a plastic credit card, Visa is launching a global multi-year marketing push that includes several spots and a redesigned logo.
A campaign titled “Meet Visa,” created by creative agency of record Wieden+Kennedy, frames the company as a network that allows people worldwide to “move money from here to there.”
The first television commercial is set to debut during the Tokyo Olympics opening ceremony and run throughout the Games. Visa is the exclusive payment technology partner of the Olympics.
Visa’s business strategy has been evolving over the last several years to be more expansive and inclusive of emerging categories, such as b-to-b payments and peer-to-peer transfers, according to Lynne Biggar, evp and global chief marketing officer at Visa.
The campaign’s aim, then, is to reposition the company as an “engine of commerce” that provides “access to the global economy for everyone, everywhere,” Biggar said.
Additional spots, which will appear on digital channels and out-of-home placements, show people using their smartphones to exchange funds and purchase goods from small businesses. Another nods to a future where shoppers can use cryptocurrency to acquire everyday items, such as hats.
To help improve its visual identity on small screens and dynamic digital platforms, Visa has updated its brandmark to a lighter shade of blue.
The company has also unveiled a streamlined logo that comprises three horizontal bars in the brand’s familiar blue, white and yellow. It will first appear within digital channels, corporate communications and the initial “Meet Visa” ads. Biggar said to think of the symbol as “an addition to our toolbox.”
The new brand identifiers were created in partnership with design firm Mucho, which has worked with PayPal and Venmo, and will roll out in the more than 200 countries and territories where Visa operates throughout 2021.
In early 2019, rival Mastercard removed its name from its logo, leaving only overlapping red and yellow circles, to provide more distance from the “card” in “Mastercard” and function better in the mobile era.
Visa’s network is capable of processing more than 65,000 transactions per second, according to the company. Last year, it moved more than $11 trillion.