Visa
I 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.
As a passionate transit enthusiast and urban aficionado, my fascination with movement, maps, cities, and urban planning has been a driving force in my design journey. Drawing inspiration from the vibrant hues and intricate pathways of the New York City subway lines, I crafted a design direction that encapsulated the essence of connectivity. By playing with two scales of lines, I 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, I subtly infused nods to the iconic subway mapping, creating a cohesive and visually engaging representation of seamless city living and transaction experiences.