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Visa Europe

A powerful brand for Europe

Visa ‘Always On’ is the central proposition for Visa’s brand in Europe. We developed a brand and communications strategy to embed the idea that ‘Wherever you are, anytime, Visa gives you certainty’ - a strategy that brings the proposition alive to banks, merchants and customers across Europe. Our brand work communicates the integrity of Visa as one of the world’s most recognised and trusted consumer brands and gives it new vibrancy, inspiration and pre-eminence in an aggressively crowded payments market.


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Brand Guidelines

Visa Europe needed comprehensive brand guidelines to communicate the ‘Always On’ proposition through design, imagery and tone of voice across advertising, marketing and digital communication channels. Central to the guidelines, we developed Visa’s Pulse graphic into a bold new identity system incorporating the iconic Visa colours. The Pulse visually and dynamically articulates Visa’s centrality to a constantly moving and evolving 24-hour payment world. Offering great flexibility and extensive digital possibilities, the Pulse graphic is immediately recognisable as Visa, whether used as a whole or in sections.

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Premium implementation

We transformed the brand across Visa’s Premium marketplaces, creating versatile and diverse applications for more affluent customer bases. Varying the application of the Pulse graphic enables visual flexibility while giving Visa Premium communications a powerful unity and high recognition.

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Work