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Visa aims to clarify global breadth of its role in refresh

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Founded more than 60 years ago, global payments technology company Visa is refreshing its brand identity and reminding us of the diverse capabilities of its network.

Backed by a film created by Wieden & Kennedy and a modernised look, a localised version of the "Meet Visa" global refresh of the digital commerce platform launches in the UK today.

Suzy Brown, head of marketing for UK and Ireland, told Campaign: “The challenge for us is that around the world Visa is a trusted and really well-known brand, but actually when you ask people what we do, they give you all kinds of different answers. That we’re a credit card, a debit card, maybe even a bank in in certain situations.

“This is really our opportunity to maybe open people's eyes a little bit more in terms of the diverse nature of what Visa does, which is opening up commerce........

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