Mucho was tasked with creating a new brand identity system for Visa that would help change the perception of the brand from being synonymous only with credit and debit cards to being seen as a trusted network that empowers people and businesses.

Central to the new branding system was the need to incorporate the Visa brand consistently in digital environments. The agency developed an iconography and illustration system, brought together by the Visa colours, and worked with Commercial Type on a new typeface, Visa Dialect, which was designed with legibility in digital executions in mind.

Design Studio: Mucho
Creative Directors: Rob Duncan, Pablo Juncadella, Brett Wickens, Dominic Hofstede
Design Director: Lyam Bewry
Programme Director: Jon Schleuning
Project Managers: Vickie Wu, Alvaro Climent
Associate Partners: Marga Oller, Luke Robertson
Senior Designer: Cindy Zheng
Designers: Hiuman Ng, Dong Sik (Paul) Jeon, Lukas Abubeker, Víctor Guerrero, Javier López, Charles Pons, Elena Solaz , Ariadna Valldeperas
Partners: Commercial Type, David Begler, Field.Io, Forma, Gimmewings, Laura Scholes, Mo Studio, Never Sit Still, Ricard Jorge