A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:52
A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:52
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Contact
Proto Innovation
3 World Trade Center
30th Floor
New York, NY 10007
Newsletter
Only sent a few times a year and includes relevant content for those doing brand, innovation, or experience work at organizations of all sizes.
Proton
A personalized business newsletter subscription product built on your specific organization’s innovation priorities, curated by job title and role and powered by our proprietary AI.
Contact
Proto Innovation
3 World Trade Center
30th Floor
New York, NY 10007
Case Studies
Visa
Visa
Visa
Visa
Building an ecosystem-driven brand architecture to gain recognition for Visa’s evolution beyond payments.
Building an ecosystem-driven brand architecture to gain recognition for Visa’s evolution beyond payments.
Building an ecosystem-driven brand architecture to gain recognition for Visa’s evolution beyond payments.
Building an ecosystem-driven brand architecture to gain recognition for Visa’s evolution beyond payments.
Key Points
Key Points
Key Points
→ Prioritized user needs for high growth customers
→ Prioritized user needs for high growth customers
→ Prioritized user needs for high growth customers
→ Defined a use-case based view of the product and service portfolio
→ Defined a use-case based view of the product and service portfolio
→ Defined a use-case based view of the product and service portfolio
→ Recommended shared and human language to simply naming conventions
→ Recommended shared and human language to simply naming conventions
→ Recommended shared and human language to simply naming conventions
→ Identified high-impact moments to connect and evolve the brand experience
→ Identified high-impact moments to connect and evolve the brand experience
→ Identified high-impact moments to connect and evolve the brand experience
The Challenge
The Challenge
The Challenge
Despite its growth and ubiquity, Visa had an attribution challenge. Misconceptions as a card company stood in the way of getting credit as a leader in money movement. Visa needed to deliver on internal aspirations for customer-centricity by showing the real impact of its product and services portfolio externally.
Despite its growth and ubiquity, Visa had an attribution challenge. Misconceptions as a card company stood in the way of getting credit as a leader in money movement. Visa needed to deliver on internal aspirations for customer-centricity by showing the real impact of its product and services portfolio externally.
Despite its growth and ubiquity, Visa had an attribution challenge. Misconceptions as a card company stood in the way of getting credit as a leader in money movement. Visa needed to deliver on internal aspirations for customer-centricity by showing the real impact of its product and services portfolio externally.
The Solution
The Solution
The Solution
We architected Visa’s portfolio to mimic how customers would experience it—as a flexible ecosystem they could easily navigate by their use case.
By focusing on customers at the forefront of payments growth, we painted a shared picture of what people needed most from a company like Visa. This approach defended against over-productization by clarifying where and how we brand, and the type of impact we should promote in our name and experience. The future portfolio helped to telegraph new strengths while aligning efforts behind the right direction for growth.
We architected Visa’s portfolio to mimic how customers would experience it—as a flexible ecosystem they could easily navigate by their use case.
By focusing on customers at the forefront of payments growth, we painted a shared picture of what people needed most from a company like Visa. This approach defended against over-productization by clarifying where and how we brand, and the type of impact we should promote in our name and experience. The future portfolio helped to telegraph new strengths while aligning efforts behind the right direction for growth.
We architected Visa’s portfolio to mimic how customers would experience it—as a flexible ecosystem they could easily navigate by their use case.
By focusing on customers at the forefront of payments growth, we painted a shared picture of what people needed most from a company like Visa. This approach defended against over-productization by clarifying where and how we brand, and the type of impact we should promote in our name and experience. The future portfolio helped to telegraph new strengths while aligning efforts behind the right direction for growth.
Related Work
Related Work
Related Work
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Putting brand strategy into action to lead in the future of work.
Twill
Twill
Twill
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.
Align Impact
Align Impact
Align Impact
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.
Rebranding an impact investment firm to differentiate and drive the next 10 years of growth.