A new look for a Financial Services Giant's Tap to Pay campaign.
Services
Client
Year
Website
Challenge
Reimagine Visa's latest branding and conceptual Out-of-Home (OOH) campaign focusing on the "Tap to Pay" feature.
Therum collaborated with CannonballSF to develop an Out-of-Home (OOH) visual system for Visa, following Visa’s recent simplification of its brand identity. The primary aim of this initiative was to overhaul Visa’s Tap to Pay campaign. With a focus on integrating the new visual identity, iconography, and design elements, the project sought to generate fresh and innovative concepts. Enjoying creative autonomy, I embarked on the task of reimagining posters, signage, and other collateral to effectively showcase the redesign within the Visa brand universe.
Goal
To elevate the tap to pay campaign with Visa's new brand system in a new and immersive way.
Drawing inspiration from the vibrant hues and intricate pathways of the New York City subway lines, we crafted a design direction that encapsulated the essence of connectivity. By playing with two scales of lines, we aimed to underscore the interconnectedness of the digital financial network, payments, transfers, and the convenience of tapping to pay for transportation. The deliberate variation in scale served to offer both a close-up examination and a broader perspective on travel, finance, and navigation within urban landscapes. Integrating elements of the Visa brand aesthetic, we subtly infused nods to the iconic subway mapping, creating a cohesive and visually engaging representation of seamless city living and transaction experiences.
Result
An immersive visual campaign that is simple, bold, and colorful. A new way to capture Visa's rebrand.
We are passionate transit enthusiast and urban planners with a fascination with movement, maps, cities, and urban planning has been a driving force in our design journey. This project was very personal to us as it gave us a chance to be introduced into new areas of design but also chase something we are passionate about.
We created conceptual directions to help inform our design decisions for the final product.
We created conceptual directions to help inform our design decisions for the final product.
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