The Strategy – Brand Blueprint
It was critical that the new Visa visual identity system represent the brand purpose and overall mission of the company at large. Visa did a significant amount of quantitative and qualitative research, including 200+ hours of conversation with key stakeholders in a range of markets.
These studies led to the creation of the Brand Blueprint, which lays the strategy and foundation for the Visa brand, culminating in its mission statement:
“We believe that economies that include everyone everywhere, uplift everyone everywhere.”
Building upon the brand strategy, Mucho developed six design principles to act as guardrails and reference points for everything that we would develop within this new brand identity. These new principles can guide internal teams and agencies around the world when rolling out the brand.