Impossible Media Group

Concept Development:

When launching the new business to business product Visa Purchasing, Visa turned to Impossible Media to develop the brand identity, communication concept, visualisation, web site, presentation, promotional and necessary marketing materials.

Opting to build on the existing brand values of Visa, but wishing to compliment and extend the current brand positioning statement of "The Future Takes Visa", we began to develop a series of concepts based upon the premise of use as a means of communicating the values and benefits of the service to identified market groups and targets.

Heads Of Business:

Extending the corporate marketing statement, The Future Takes Visa, through the concept "Heads Of Business". Purchases between company and supplier, enabled through banking and Visa services, take place in a virtual world where parties no longer need to meet to authorise transactions.

With modelling necessary to create required animation sequences and stills, Impossible Media began to define the characters, environment and storyboard to communicate the product, benefits, values and service use.

Storyboard:

In the future, a business manager wishes to purchase several items for his company from a supplier. Through a virtual terminal, the business owner logs into the system and reviews the items in holographic form.

As a member of Visa Purchasing, the business owner is able to select items from the supplier for purchase without the need of a credit card, debit card or other payment form. The system, authorises the transaction between the business owner and the supplier where Visa provides credit for the purchases for a given time period.

Film:

With a running time of over 6 minutes. The Future Takes Visa, Heads Of Business film, required generation of over 10,000 frames of footage as well as the creation of a unique soundtrack composition to support the Visa Purchasing launch.

A 5.1 surround version of the soundtrack was also produced for the product launch for movie theatres.

Final output of the film was rendered and delivered in Adobe Flash file format for online publishing and viewing through the Visa Purchasing web site.

Web Design And Layout:

Commencing with a series of web design layouts and sketches that support and illustrate the communications concept and brand identity of Visa. The needs of the web site were essentially two-fold.

1. Access to the animation film, providing clear understanding to the user of how Visa Purchasing functions and differs from traditional card and payment services.

2. Offer unique sections on the site to defined market groups detailing the individual benefits and value proposition to each group as a means of creating motivation and contact.

Final Design:

The final design remained light and open using profile shots of the character models designed for the film to represent the corresponding key market targets.

Utilising the colour palette and identity of Visa, the layout takes advantage of branding opportunities to further reinforce the organisation and service.

Through animating the Visa card logo on the screen and adding sound effect, enticement is also offered to the user from the home page to click and explore the site and encourage interaction.

Results:

Undoubtedly, the greatest challenge of Visa Purchasing was the definition and creation of the communications concept and strategy for a complex product and service that has very specific and unique value propositions to specific and defined key market groups.

The development of the communications concept, strategy and brand identity for Visa Purchasing was seen as a pilot and blueprint for potential international adoption. Since launch, Visa Purchasing has now become Visa's most adopted business to business product worldwide.