Visa Case Study

Evolving a Brand to Support New Growth Opportunities

The Challenge

While Visa had incredibly high awareness and market share in its traditional consumer retail business, growth objectives required Visa to expand into new technologies, payment methods, and lines of business (commercial and processing). The Company needed to develop an architecture framework and toolkit that leveraged its history of trust while enabling business growth and driving greater relevance and brand preference.

Our Solution

Prophet conducted robust market and business performance analysis leveraging existing research and data. The research found that despite various marks and applications, consumers perceive one single Visa brand, which had direct implications for the optimal architecture; furthermore, positive brand associations including acceptance, trust, and reliability gave Visa permission to expand into other payment areas and lines of business. Prophet collaborated with the global client team to generate and evaluate hypotheses, and build buy-in across the global organization.

Results

Based on this work, Visa is now starting down a path to identify how to organize their expanding business portfolio under a master brand architecture. This new brand architecture will unify all of Visa's businesses, products, and services through a refreshed design that energizes the brand.