Challenge
In a neighborhood designed to impress, Visa had to stand out without breaking the elegance of the space.
The identity had to blend the Hudson Yards and Visa brands into one premium system. It also had to guide visitors across shopping, dining, fashion and entertainment, and work at every scale, from building facades and kiosks to store windows and countertops.
Final thoughts
At Hudson Yards, Visa is now part of the experience: the best way to pay in the new heart of New York.
A navy and gold palette, a custom set of category icons, refined typography and a clear co-branded message come together across facades, interactive kiosks, banners, store windows, countertop displays and signage.
Next projects.
(2014-2026)
