Visa
Visa rationalizes brand architecture
Visa, a global payments technology company, enables consumers, businesses, financial institutions and governments to use digital currency instead of cash and checks.
Challenges
Develop a global framework that rationalizes and streamlines the range of brand treatments applied to products, services, joint ventures, acquisitions and internal entities
Create an easy-to-use decision tool to identify the correct brand treatment
Actions
Engaged in comprehensive internal interview process at global level to understand current and future brand needs and regional discrepancies
Inventoried existing Visa products, services, joint ventures, acquisitions, co-branding and sponsorship relationships, and internal programs, groups and departments
Developed and assessed range of organizing principles to categorize and clarify the role of Visa’s various offerings
Selected a framework that best rationalized Visa’s offerings while providing flexibility for that that need distinctiveness due to risk or marketing investment
Applied the framework and associated visual treatments to all of Visa’s existing offerings
Developed decision tree and guidelines to use the framework going forward