Through their research, Visa found that millennial women often feel greater financial stress and exhibit a hush-hush attitude towards spending, saving, and income – they don’t like to talk about it. To better connect with this audience, we partnered with digital agency Decoded to develop a brand voice to spark conversation and engagement. Our goal was to create a visual language that was smart, contemporary, and relatable.
Taking illustrations and characters developed by illustrator Sarah Andreasson, we crafted engaging vignettes that make sensitive financial topics feel less taboo. Subtle character animation was used to give our protagonists personality and confidence while still feeling true-to-life. Moments of frenzied typing were contrasted with deliberate pauses. Our characters think before they act, making important financial decisions with confidence.