Redefining an iconic brand for a new generation
COMPANY
VISA
I led the development of the visual system and guidelines working closely with our Partner, Design, Creative Director, ad agency, and client. The new visual motif briefly launched globally in 2022.
TEAM
ROLE
CONNIE BIRDSALL - GLOBAL CREATIVE DIRECTOR
WINSTON THOMAS - PARTNER, DESIGN
WILL TIKI - DESIGN DIRECTOR
COCO HAN - DESIGN DIRECTOR
WEN-CHI HUANG - MOTION DESIGNER
DAN RAN - INTERACTIVE AND MOTION DESIGNER
VISUAL SYSTEM CO-LEAD
THE OPPORTUNITY
When LG asked us to develop a new graphic motif language that would help them deliver meaningful experiences to a new generation of consumers, we leveraged the very letters and meaning at the heart of its DNA to create a new dynamic visual language.
THE SOLUTION
By deconstructing the company’s existing graphic DNA, we developed a fresh graphic motif language with a flexible framework across commerce moments
